If you’re a luxury car lover, you might have heard about 2017’s viral Rolls-Royce Turban Challenge and the man who kicked it off: British millionaire Reuben Singh, who pledged to match his turban to his Rolls-Royce after getting a racist comment about his headgear. His act grabbed him global attention and his love of cars became clear for all to see. Every now and then, he likes to show off new additions to his collection, too. Here’s what you need to know about Singh and his epic garage. Who is he? Reuben Singh is an Indian entrepreneur whose family emigrated to the UK in the 1970s. He runs customer service outsource business AlldayPA and private equity firm Isher Capital. Often called the “British Bill Gates” with the phrase “Singh is King” firmly associated with his name, the entrepreneur refers to himself as a “proud British Sikh”, saying that his faith is what makes him stronger. (Sikhism has origins in the Punjab region of India.) How Hardik Pandya and the Ambani family are closer than you think Nevertheless, Singh’s financial journey hasn’t always been a smooth one, and on his website he acknowledges the past mistakes he has made in business. In 2005, he lost much of his wealth, but managed to turn his situation around and restructured his business to fight bankruptcy. He says it was these difficult times that still inspire him today. He is worth an estimated US$103 million according to First Post and is not shy about flaunting his money through his flashy cars. The Rolls-Royce Turban Challenge Singh first became a globally known celebrity when he invented the Rolls-Royce Turban Challenge in 2017 after an Englishman made racist remarks about his turban. Apparently, he was told his turban looked like a bandage, a comment Singh said “hurt” in an Instagram post. In response, Singh matched the colour of his turban to all of his Rolls-Royces for a full week and flexed with pictures on his social media platforms. Ever since then, his turbans always match his car. Meet Nidhi Sunil, the first Indian model to represent L’Oréal Paris The Jewels Collection According to Times Now News, Singh’s popularity grew once more in 2019 after he bragged about his six brand new Rolls-Royces, calling them “The Jewels Collection”. Clearly a lover of the brand, the businessman had no qualms about showing off his rides, writing on Instagram: “The Jewels Collection. Rubies, sapphires and emeralds. It’s OK to be a little obsessed with jewellery as jewellery is like ice cream. There is always a little room for more.” The luxury London mansions of India’s richest His Diwali splurges According to GQ India , Singh added five new Rolls-Royce Cullinans to his collection over Diwali , which he called his Festival of Light collection. The new additions to his garage are in five different stunning colours: saffron, red, sapphire, ruby and emerald. In a post on November 7, Singh singled out the kesari (saffron) coloured car to put on Instagram because it is “the colour of Sikhs”. On the post, Singh said the car was a tribute to his heritage and an expression of his belief that everyone has the right to do what they want. The most luxe private jet ever? Inside Roman Abramovich’s Boeing 767 And it’s not just Rolls-Royces in his collection … Cartoq reports Singh has more than 15 Rolls-Royces to his name, but his collection does not stop there . According to GQ India , he has numerous other supercars – including a Porsche 918 Spyder, Ferrari F12 Berlinetta and Lamborghini Huracán – in his collection too. Singh says on Instagram that he posts about his car collections because he wants to inspire people to believe in themselves and their dreams. Want more stories like this? Follow STYLE on Facebook , Instagram , YouTube and Twitter .