Billionaire Joy Alukkas Was Insulted And Rejected At Dubai Rolls-Royce Showroom; Here's What He Did Next

Despite the challenges in acquiring a Rolls-Royce, he convinced the dealership to sell him the vehicle. Ironically, the luxury car he had pursued with such determination was an unnecessary indulgence

In the early 2000s, owning a Rolls-Royce in India was a rare luxury, possessed only by a few wealthy individuals

Source : Joyalukkas

Joy Alukkas, recognised as one of India’s wealthiest individuals, had an unexpected encounter at a Rolls-Royce dealership in Dubai in 2000, which later became a significant turning point in his career. Alukkas, the 67-year-old billionaire and founder of the Joyalukkas Group, India’s largest jewellery brand, shared his experience in a recent interview.

He recalled, “I said I want to see the car, a Rolls-Royce,” but instead of the expected high-end service, the salesperson rudely directed him elsewhere, saying, “No, no, no. If you want to buy a car, you go to the Mitsubishi showroom; you will get a car there.”

In the early 2000s, owning a Rolls-Royce in India was a rare luxury, possessed only by a few wealthy individuals.

While such an encounter might have dissuaded others, it only fueled Alukkas's resolve. The billionaire, whose current net worth is estimated at $4.4 billion according to Forbes, chose to turn this moment of disrespect into a positive challenge. “I felt ashamed of this type of behaviour,” he admitted. But instead of walking away, he made an impulsive decision: “I decided to buy the car… the same car. I purchased it,” he told CNBC-TV18.

Despite the challenges in acquiring a Rolls-Royce, Alukkas convinced the dealership to sell him the vehicle. Ironically, however, the luxury car he had pursued with such determination ended up being an unnecessary indulgence.

Instead of letting Rolls-Royce sit idle, Alukkas turned it into a strategic marketing tool for his rapidly growing jewellery business in the UAE. He announced that the car would be given as a gift to the first customer who spent 500 AED on gold at his store—a promotional tactic that created a significant buzz in the region.

This inventive approach garnered immense attention for Joyalukkas Jewellery, propelling the company to prominence as one of West Asia’s leading gold retailers. Today, the Joyalukkas Group boasts over 100 stores in India and 60 internationally.

In March of this year, the jewellery magnate added a new luxury vehicle to his collection: a Rs 6 crore Rolls-Royce Cullinan, marking a significant evolution from his initial encounter with the brand.