26-Jul-2017
  • Get your basics right and success will follow you: Joy Alukkas

    An interview with Joy Alukkas, the first Malayalee millionaire jeweller to open the first gold showroom in Europe. Joy speaks to Balagopal.By Balagopal Kent

    Malayalee’s affinity towards gold dates back from time immemorial and it remains as such in years to come and will continue for decades. This simple fact was on which Joy Alukkas laid the foundation of his business empire. However, today the name has outgrown beyond the borders and flourishing all over the world.

    If HSBC can call itself World’s Local Bank then it’s synonymous to Joy Alukkas who can be termed as the ‘World’ Local Jewellers’ soon as it will be having 100 outlets by 2009 in different parts of the world.

    Joy Alukkas, who moved to Dubai in 1986 to expand his family’s jewellery business met with immediate success. In twenty years he raised the family name into a household brand at a wider regional level.

    Apart from the jewellery business Joy Alukkas Group has now diversified into clothing business, IT, Money Exchange, Property Development and many others. With an annual turnover of 500 million dollars Joy Alukkas has also plans to float shares following an initial public offering (IPO) in 2009. Success stories are always sweet to hear. They send our adrenaline soaring and in all it motivate us. This is how I embarked on a mission to meet Joy Alukkas, the millionaire jeweller, who was the first Malayalee to open a jewellery showroom in the UK.

    Successful people always think differently and it reflects in Joy’s attitude too towards life and in business. Even his catchphrase for his business reflects it ‘Ennum Oru Ponpanam Munpil’. Yes, always one step ahead of others, that’s how he is and he will be. Joy Alukkas speaks to Balagopal in a brief interview.

    What is the secret of your success?

    Keep it simple, in whichever business you are get the basics right and eighty per cent of the work has been done. It’s just like laying a good foundation. Make an analysis of yourself, think whether you are motivated enough to be in charge of your destiny. You have to be sure that once you set the ball rolling then the play has to start, once you have lighted the lamp then it has to remain lighted. So get your basics right and then success will follow you.

    Stranded in London due to the delay in getting your visa extended, you don’t seem to panic like any other businessman? I am not at all busy. Although being stuck here causes me some inconvenience but it doesn’t affect my business. I just lay the tracks for the business and put the train on the rails and it moves on”, he says with a smile.

    How are you spending such a dream free time?

    Actually I am learning to sing now and he put the tape on for me where he has mastered a few hit songs from recent hits. He looked at me for my opinion. That’s not bad I opined. So you have a heart for music too? “Most of my staff are talented in other art forms and I have been the managing director for Jeevan TV for a year. During this time I have been part of a team which has promoted several budding artistes who have now made it big”. He points me to a comedy scene in the Asianet programme Cinemala and laughs out loudly. But still how are you able to keep this cool by learning music, cooking etc. Don’t you get calls from your 54 outlets about one thing or the other?

    I don’t have to panic like a busy businessman who doesn’t have time for anything. I can assure that the jewellery I am selling is pure and that it is sold through the right channels by following the complete government procedures. You worry only if you have done something wrong. If you are doing everything right then you are free and happy and can do anything you want without a disturbed mind.

    What’s the secret to stand ahead of others?

    It is all about how you present it. We export several items to other countries like jackfruit, mangoes etc. All of them go out packed with haystack with poor packing. But look at other countries that send out with proper appealing packing although their fruits are not so tasty like ours and they get more orders. So it all lies in how you present it. Give it with a proper customer care, right attitude and with a smile. We train our staff in dealing with customers, teach them good manners, appropriate language usage, keep them happy with their needs and thus it all reflects on the whole shop.

    Who is going to keep the legacy of Joy Alukkas ticking?

    I have three children, two daughters and a son. My son is interested to do MBA but I asked why couldn’t he join one of our big shops and learn business management? He could get first hand knowledge on man management. In business your biggest investment is not in buying a place or in the goods it’s in manpower. Once you have bought the right place you can put your sale items there but at the end of it it’s the people who you employ who are going to sell it or who is directly going to be associated with your buyer and they are the persons who are really important in a shop rather than the items on the shelf. Managing them is the utmost thing and it needs skill and flair. You have to look to their needs and at the same time make sure that you offer quality goods and service to your customers too.

    How did you get your basics right and that too without a MBA?

    I owe it to my father Sri Alukka J Varghese, who founded Alukkas Jewellery in 1956. He was a perfectionist who would give attention to detail. At the end of a business day he would check all the accounts and will try to find out the mistakes. He will look only for the mistakes. The next day I would look to get things right without any mistakes and thus it became a habit. I also saw how my father dealt with people. You learn from people around you and from your experience and it’s all there lying bare in daylight. Use them to your advantage and you will be successful.

    You would definitely make a good professor for MBA students?

    I have given lectures in a few colleges for the MBA students. Several other colleges have still invited me but time constraints are holding me back. You have been bestowed with several awards by several organisations in different parts of the world. How do you see them? Gives me a smile. Tell me about these organisations. You need only ten people to set up an organisation and these organisations give out awards. Therefore I am not very much interested in these awards. I have been given an award by the UAE government for being the best retailer of the year award, which I believe, was heartening.

    Do you have any expansions plans in the UK?

    We have seen a few places in Southall, Manchester, Birmingham, Liverpool and are working on it at the moment. We are also looking for working in partnership or on a Franchisee basis. I have noticed that Joy was giving all attention to me from the moment I started my conversation with him. His phone rang a few times but he did not answer them and made sure that I was getting what I wanted from him. He made me feel at ease by talking to me as a simple person without an aura of a millionaire businessman.

    At the end of the interview Mr Joy interferes and ask me about my car ticket which could have run out of time. I decide to leave but he makes arrangement with his staff for it to be moved or a new ticket to be taken and orders a coffee. After the lengthy conversation even I have forgotten about it but he has remembered it and made sure his guest is cared for. It’s all small things but it leaves an everlasting impression on anyone’s mind and no wonder people still flock to his outlets to be pampered with the care and affection of his staff and making shopping enjoyable. His basics are right isn’t it? A Win-Win situation for both the seller and buyer.An interview with Joy Alukkas, the first Malayalee millionaire jeweller to open the first gold showroom in Europe. Joy speaks to Balagopal.By Balagopal Kent

    Malayalee’s affinity towards gold dates back from time immemorial and it remains as such in years to come and will continue for decades. This simple fact was on which Joy Alukkas laid the foundation of his business empire. However, today the name has outgrown beyond the borders and flourishing all over the world.

    If HSBC can call itself World’s Local Bank then it’s synonymous to Joy Alukkas who can be termed as the ‘World’ Local Jewellers’ soon as it will be having 100 outlets by 2009 in different parts of the world.

    Joy Alukkas, who moved to Dubai in 1986 to expand his family’s jewellery business met with immediate success. In twenty years he raised the family name into a household brand at a wider regional level.

    Apart from the jewellery business Joy Alukkas Group has now diversified into clothing business, IT, Money Exchange, Property Development and many others. With an annual turnover of 500 million dollars Joy Alukkas has also plans to float shares following an initial public offering (IPO) in 2009. Success stories are always sweet to hear. They send our adrenaline soaring and in all it motivate us. This is how I embarked on a mission to meet Joy Alukkas, the millionaire jeweller, who was the first Malayalee to open a jewellery showroom in the UK.

    Successful people always think differently and it reflects in Joy’s attitude too towards life and in business. Even his catchphrase for his business reflects it ‘Ennum Oru Ponpanam Munpil’. Yes, always one step ahead of others, that’s how he is and he will be. Joy Alukkas speaks to Balagopal in a brief interview.

    What is the secret of your success?

    Keep it simple, in whichever business you are get the basics right and eighty per cent of the work has been done. It’s just like laying a good foundation. Make an analysis of yourself, think whether you are motivated enough to be in charge of your destiny. You have to be sure that once you set the ball rolling then the play has to start, once you have lighted the lamp then it has to remain lighted. So get your basics right and then success will follow you.

    Stranded in London due to the delay in getting your visa extended, you don’t seem to panic like any other businessman? I am not at all busy. Although being stuck here causes me some inconvenience but it doesn’t affect my business. I just lay the tracks for the business and put the train on the rails and it moves on”, he says with a smile.

    How are you spending such a dream free time?

    Actually I am learning to sing now and he put the tape on for me where he has mastered a few hit songs from recent hits. He looked at me for my opinion. That’s not bad I opined. So you have a heart for music too? “Most of my staff are talented in other art forms and I have been the managing director for Jeevan TV for a year. During this time I have been part of a team which has promoted several budding artistes who have now made it big”. He points me to a comedy scene in the Asianet programme Cinemala and laughs out loudly. But still how are you able to keep this cool by learning music, cooking etc. Don’t you get calls from your 54 outlets about one thing or the other?

    I don’t have to panic like a busy businessman who doesn’t have time for anything. I can assure that the jewellery I am selling is pure and that it is sold through the right channels by following the complete government procedures. You worry only if you have done something wrong. If you are doing everything right then you are free and happy and can do anything you want without a disturbed mind.

    What’s the secret to stand ahead of others?

    It is all about how you present it. We export several items to other countries like jackfruit, mangoes etc. All of them go out packed with haystack with poor packing. But look at other countries that send out with proper appealing packing although their fruits are not so tasty like ours and they get more orders. So it all lies in how you present it. Give it with a proper customer care, right attitude and with a smile. We train our staff in dealing with customers, teach them good manners, appropriate language usage, keep them happy with their needs and thus it all reflects on the whole shop.

    Who is going to keep the legacy of Joy Alukkas ticking?

    I have three children, two daughters and a son. My son is interested to do MBA but I asked why couldn’t he join one of our big shops and learn business management? He could get first hand knowledge on man management. In business your biggest investment is not in buying a place or in the goods it’s in manpower. Once you have bought the right place you can put your sale items there but at the end of it it’s the people who you employ who are going to sell it or who is directly going to be associated with your buyer and they are the persons who are really important in a shop rather than the items on the shelf. Managing them is the utmost thing and it needs skill and flair. You have to look to their needs and at the same time make sure that you offer quality goods and service to your customers too.

    How did you get your basics right and that too without a MBA?

    I owe it to my father Sri Alukka J Varghese, who founded Alukkas Jewellery in 1956. He was a perfectionist who would give attention to detail. At the end of a business day he would check all the accounts and will try to find out the mistakes. He will look only for the mistakes. The next day I would look to get things right without any mistakes and thus it became a habit. I also saw how my father dealt with people. You learn from people around you and from your experience and it’s all there lying bare in daylight. Use them to your advantage and you will be successful.

    You would definitely make a good professor for MBA students?

    I have given lectures in a few colleges for the MBA students. Several other colleges have still invited me but time constraints are holding me back. You have been bestowed with several awards by several organisations in different parts of the world. How do you see them? Gives me a smile. Tell me about these organisations. You need only ten people to set up an organisation and these organisations give out awards. Therefore I am not very much interested in these awards. I have been given an award by the UAE government for being the best retailer of the year award, which I believe, was heartening.

    Do you have any expansions plans in the UK?

    We have seen a few places in Southall, Manchester, Birmingham, Liverpool and are working on it at the moment. We are also looking for working in partnership or on a Franchisee basis. I have noticed that Joy was giving all attention to me from the moment I started my conversation with him. His phone rang a few times but he did not answer them and made sure that I was getting what I wanted from him. He made me feel at ease by talking to me as a simple person without an aura of a millionaire businessman.

    At the end of the interview Mr Joy interferes and ask me about my car ticket which could have run out of time. I decide to leave but he makes arrangement with his staff for it to be moved or a new ticket to be taken and orders a coffee. After the lengthy conversation even I have forgotten about it but he has remembered it and made sure his guest is cared for. It’s all small things but it leaves an everlasting impression on anyone’s mind and no wonder people still flock to his outlets to be pampered with the care and affection of his staff and making shopping enjoyable. His basics are right isn’t it? A Win-Win situation for both the seller and buyer.