Jose Thomas, popularly known as JT, took over his family’s seafood business when he was barely out of his teens. He leveraged his strength as an Indian seafood manufacturer to carve out a niche for his company as a ready-to-consume food brand in the US with full-fledged production on American soil. He also ventured into a wide array of businesses apart from seafood: shipping, airlines, construction, education and performing arts. From Maldives, through Colombo and Sudan, all the way to New York, JT has ridden many a tiger by the tail–an eventful journey that has lasted almost fifty years.
 
By Choice provides a peek into the mind of a brilliant strategist who has an uncanny ability to sniff out the unlikeliest of opportunities. This is the unconventional story of Jose Thomas, which, by his own admission, is as much–if not more–a story of failure as it is of success.