“
My life until that point had been a series of struggles. As a youth in Kerala, I was looked down upon by my older siblings, and my contributions to the family business were never acknowledged. Then, I landed in the Gulf, with no friends, no business contacts, no knowledge of the business ecosystem or the local language, and very little money. But I managed, through sheer determination and self-belief, to establish the Alukkas name in the UAE. After that came the family partition, which left me with no assets in my home country. In a matter of a few years, I leveraged my new-found freedom from family oversight to establish myself in India. I transitioned to a new identity while retaining the essence of the old.
”
”
Joy Alukkas (Spreading Joy: How Joyalukkas Became the World's Favourite Jeweller)