‘Spreading Joy’: World’s favourite Jeweller Joy Alukkas Presents Autobiography to British Parliamentarians

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Renowned Indian entrepreneur and jewellery mogul, Joy Alukkas, was warmly received by several Members of Parliament at the British Parliament, where he presented his autobiography, “Spreading Joy,” to the distinguished gathering.

Alukkas, the Chairman and Managing Director of the Joyalukkas Group, is celebrated globally for his entrepreneurial skills and his significant contributions to the jewellery industry.

Mr Joy Alukkas, through his respected brand Joyalukkas, has not only carved a niche for himself in the jewellery industry but has also established a global presence synonymous with trust, quality, and innovation.

The event, organized by the British South India Council of Commerce (BSICC), featured an exclusive conversation with Joy Alukkas, offering attendees captivating insights into his remarkable journey. It was held at the Grimond Room in the British Parliament, named in memory of the late Jo Grimond, former leader of the Liberal Party.

Among the highlights were readings of select excerpts from his autobiography, offering a glimpse into the compelling narrative of how the Joyalukkas became the world’s favourite jeweller.

Joy Alukkas’s presence at the British Parliament attracted a notable assembly of Members of Parliament, reflecting the significance of his visit and the respect he commands across political lines.


Martyn Day MP, representing Linlithgow and East Falkirk, extended a warm invitation to Joy Alukkas to consider opening a Joyalukkas showroom in Scotland, emphasising the enthusiasm of the Scottish community for quality jewellery and the potential economic benefits it would bring to the region.

Virendra Sharma MP, a prominent advocate for the Indian diaspora in the UK, highlighted the cultural significance of Alukkas’s contributions to the jewellery industry and the shared heritage between India and the UK. Mr Sharma expressed his delight in learning about the forthcoming opening of a Joyalukkas showroom in his constituency in Ealing Southall, recognising the positive impact it would have on the local community.

Stephen Timms MP, representing East Ham where Joyalukkas’ flagship showroom is located, expressed his pride in hosting such a prominent establishment in his constituency, acknowledging the beneficial influence it has on the local economy.


Baroness Uddin, representing the Bangladeshi community in the United Kingdom, added to the diversity and richness of the event, highlighting the global reach and influence of Alukkas’s entrepreneurial endeavours.

The presence of these esteemed Members of Parliament indicates the importance of economic and cultural exchange between India and the UK, reaffirming the significance of Joy Alukkas’s visit to the British Parliament.

The autobiography delves into Alukkas’s entrepreneurial journey, shedding light on the brand’s evolution, his life experiences, achievements, and challenges. Attendees were treated to real-life stories, including an impulsive acquisition of a Rolls Royce that led to an ingenious marketing triumph in Dubai. Alukkas also paid homage to his father’s visionary spirit, who initiated the family’s gold business in the 1950s.

Deputy Director-UK of the Confederation of Indian Industry (CII), Thanu Kurian, delivered an in-depth book review, while Anusri Nair, the event’s anchor and moderator, added further sparkle by highlighting key points from the conversation.


With over 160 showrooms across 11 countries worldwide, Joyalukkas Group has become a household name, attracting patrons from various nationalities who consider it their preferred destination for jewellery shopping. The brand’s commitment to excellence and customer satisfaction has secured its position as the world’s favourite jeweller.

Joyalukkas Group has redefined the gold retailing landscape with its pioneering initiatives and innovative practices. Utilising cutting-edge technology, such as the Karatmeter, an X-ray-based testing machine for gold purity testing, and introducing industry-first billing software, the brand has set new standards for transparency and efficiency in the jewellery sector.

Moreover, Joyalukkas’s adoption of the board rate for gold prices has provided customers with fair and consistent pricing, further enhancing trust and credibility. These initiatives and a relentless focus on customer service have propelled the brand to the forefront of the global jewellery market.

Beyond its commercial success, Joyalukkas Group is deeply committed to corporate social responsibility, engaging in various philanthropic endeavours and community development initiatives. The brand’s ethos of giving back to society reflects its values of compassion and empathy, resonating with customers and communities alike.

In essence, Joyalukkas Group represents more than just a jewellery brand; it embodies a legacy of excellence, integrity, and compassion. As Joy Alukkas continues to lead the company forward, his vision and passion ensure that the Joyalukkas experience remains unparalleled, enriching lives and spreading joy wherever it goes.

Hailing from Thrissur, Kerala, often referred to as India’s ‘gold town,’ Joy Alukkas inherited his entrepreneurial spirit from his father, Mr. Varghese Alukkas, who delved into the jewelry retail business in the late 1950s. Following his father’s legacy, Joy Alukkas entered on his journey in the industry. In 1988, he expanded his horizons by establishing his first jewellery store in Abu Dhabi, overcoming numerous challenges including the Gulf War in 1990. Despite setbacks, Joy Alukkas demonstrated resilience and determination, ultimately expanding his enterprise across eleven countries with over 160 outlets, revolutionising the gold retailing industry along the way.

Before he visited the UK, Mr Alukkas presented his autobiography to Indian Prime Minister Narendra Modi at a specially invited party at his residence in New Delhi, underlining the widespread acclaim and interest in his inspiring story.

Among the esteemed Members of Parliament present were Martyn Day MP, Virendra Sharma MP, and Stephen Timms MP, each recognising the significance of economic and cultural exchange, and actively fostering stronger ties with the Indian and South Indian communities in the UK. Baroness Uddin represented the strength and influence of the Bangladeshi community in the United Kingdom, adding to the diversity and richness of the event.