In a memoir excerpt published by Scroll.in, jeweller Joy Alukkas recalls his father’s lessons in financial discipline, measured risk-taking, responsible borrowing, cautious customer credit, and sound business operations. The advice is not a set of independently tested rules; it is Alukkas’s account of the principles his father taught him.
The excerpt is from Spreading Joy: How Joyalukkas Became the World’s Favourite Jeweller, by Joy Alukkas with Thomas Scaria and Nidhi Jain. Scroll.in published it on December 15, 2023, with permission from HarperCollins India. The headline calls Alukkas one of India’s richest jewellers, but the excerpt does not substantiate a wealth ranking. Read the excerpt on Scroll.in.
| # | Preview | Product | Price | |
|---|---|---|---|---|
| 1 |
|
Principles of Business | $148.75 | Buy on Amazon |
| 2 |
|
Principles of Business Updated, 9th Precision Exams Edition | $36.98 | Buy on Amazon |
| 3 |
|
Principles of Business | $59.97 | Buy on Amazon |
| 4 |
|
Becoming a Principle-Driven Leader: 41 Principles to Build an Enduring Business | $24.53 | Buy on Amazon |
| 5 |
|
Cengage Advantage Books: Business Law: Principles and Practices | $113.24 | Buy on Amazon |
Why his father put financial discipline first
Alukkas says his father, whom he calls Appan, stressed that “finance is the lifeline of any business.” That meant keeping a close eye not only on income and expenses, but also on assets, liabilities, and small costs that might otherwise be overlooked. His father’s frugality in personal spending reflected the same attention to money.
The point was practical: a business owner needs to understand where money comes from, where it goes, and what obligations remain before deciding what the business can afford. Alukkas recalls his father summing up the value of small amounts with the Malayalam proverb “Pala thulli peru vellam” (“many a little makes a mickle).
Do these 3 things before closing this tab:
1Clear out junk files and repair common Windows errors2Fix the driver behind crashes, sound loss and screen glitches3Repair Windows errors before they cause bigger problems#1 Best Overall
How he approached risk and borrowing
Measure the decision before committing
His father’s saying, “Aattil kalanjalum alannu kalayanam” (“measure is a treasure”), captures his approach to business decisions. Alukkas says he is willing to commit substantial funds to a venture, but first calculates its likely return and considers its effects. In this recollection, measured risk is not the same as avoiding risk: it is committing only after examining the expected outcome.
Borrow for a business need, then repay promptly
The memoir excerpt describes the family’s umbrella business manufacturing throughout the year while concentrating sales around Kerala’s rainy seasons, which it identifies as June to August and October to November. Ahead of those periods, Alukkas’s father borrowed working capital to increase production; after selling the umbrellas, he used the proceeds to repay creditors promptly.
As Alukkas presents the lesson, borrowing can support expansion when it is tied to a clear operating need and the business has a plan to repay. Prompt repayment also helped preserve creditors’ trust and the possibility of borrowing again. The seasonal and financing details are part of the memoir account, not independently verified financial records.
Why his father was wary of customer credit
After experiencing bad debts, Alukkas’s father preferred cash sales. He warned, “Cash is gold. Don’t give credit; it is a bad practice,” as Alukkas recalls. The excerpt’s “Moustache Antony” anecdote illustrates one problem behind that caution: a name and an illegible signature could make it difficult to identify a customer later.
The Tool Desk
Outbyte Driver Updater FREEScan for outdated or missing drivers - takes under a minuteDriver Scan →Outbyte PC Repair FREEClear out junk files and repair common Windows errorsFree Scan →Rank #3
The story is a warning about the risks of informal credit and poor records, rather than evidence that every business should refuse all credit. Its practical implication is to know who owes the business money and to avoid extending credit without a reliable way to document and collect it.
The four operating pillars he emphasized
Alukkas identifies four pillars in his father’s business philosophy:
- Quality control: His father closely inspected umbrella fabric, frames, and shafts, and trained staff to recognize quality.
- Legal compliance: He treated following the law as a core operating responsibility.
- Price discovery: He stressed establishing an appropriate price rather than treating pricing as an afterthought.
- Customer service: He regarded service as part of running the business well.
Alukkas’s account links these operating habits to his father’s broader philosophy: “he put business before self.” The memoir excerpt presents this as a personal inheritance, combining careful control of money and obligations with deliberate investment and attention to the customer.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Where to read the full account
The excerpt appears in Spreading Joy: How Joyalukkas Became the World’s Favourite Jeweller, credited to Joy Alukkas, Thomas Scaria, and Nidhi Jain. The Scroll.in excerpt provides the fuller anecdotes behind these recollections.
Quick Recap
Best Value
Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
