Chandukaka Saraf, one of oldest jewellery businesses, will complete 200 years of operations with a renewed focus on expansion, and changing consumer preferences.
Established in Baramati in 1827, the family-run business has grown from a local enterprise into a jewellery retailer with 19 stores across Maharashtra and . It employs over 1,000 people across its business.
The company is planning to add another five to seven stores during the current calendar year.
Evolving with changing jewellery preferences
The two-century journey reflects the transformation of India’s jewellery market, with gold continuing to retain its traditional and emotional significance. At the same time, younger consumers increasingly explore diamonds, gemstones, silver, and lightweight jewellery for everyday and occasion wear.
Samyak Kishorkumar Shah, Managing Director, Chandukaka Saraf, said the company understands and serves both traditional and modern jewellery designs while continuously evolving without compromising the trust built over the years.
The company’s next phase of growth is being led by the fourth generation as Chairman Kishorkumar Jindatta Shah and Managing Director Samyak Kishorkumar Shah, as the business seeks to balance its legacy with changing market expectations.
Focus on purity and technology
Chandukaka Saraf introduced its own hallmark as an indication of its focus on purity and authenticity before hallmarking became a formal industry standard. The company was also among the first jewellery retailers to introduce Karatmeters at its stores, enabling customers to check gold purity using technology.
The company’s planned expansion and continued adoption of technology reflect its focus on evolving with customers as purchasing decisions increasingly combine traditional values with contemporary expectations.
Balancing heritage with new aspirations
As jewellery consumption continues to shift, the company sees its long-term opportunity in maintaining the fundamentals of its heritage while adapting to new designs, technologies, and customer aspirations.