Chandukaka Saraf enters 200th year in jewellery business, eyes expansion

Chandukaka Saraf, a venerable jewellery business hailing from Maharashtra, is set to celebrate two centuries of existence in 2027. The family-owned enterprise, established in Baramati back in 1827, has experienced significant growth over the years, expanding from a local venture into a retail chain with a presence in Maharashtra and Karnataka. Currently, the company operates over 19 stores and employs more than 1,000 individuals.

Looking ahead, Chandukaka Saraf is planning to add five to seven more stores this year, marking its entry into a new phase of expansion. The company's Managing Director, Samyak Kishorkumar Shah, emphasized the importance of balancing the business's rich heritage with modern market trends. Shah explained that Chandukaka Saraf caters to both traditional and contemporary jewellery designs, ensuring that the company remains relevant to a diverse range of consumers.

The transformation of the Indian jewellery market, which continues to place gold at the forefront due to its emotional and symbolic significance, has played a crucial role in Chandukaka Saraf's evolution. Younger consumers, in particular, are increasingly drawn to diamonds, gemstones, silver, and lightweight jewellery for everyday and special occasions. To meet the changing demands of customers, the company has embraced technology, introducing hallmarking and Karatmeters in its stores to ensure transparency and trust.

As the fourth generation assumes leadership with Chairman Kishorkumar Jindatta Shah and Managing Director Samyak Kishorkumar Shah at the helm, Chandukaka Saraf is poised to capitalize on this transition. The company aims to preserve its legacy while adapting to new market expectations and customer aspirations. By embracing technological advancements and catering to contemporary purchasing patterns, Chandukaka Saraf seeks to maintain the fundamentals of its heritage while ensuring continued growth and success in the years to come.