Chandukaka Saraf: 200 Years Strong! What's Their Game-Changing Strategy?

Chandukaka Saraf celebrates 200 years in the jewellery industry, unveiling strategies for future expansion and adapting to changing consumer preferences. Established in 1827 in Baramati, Maharashtra, the family-run business has grown to include 19 stores across Maharashtra and Karnataka, employing over a thousand individuals.

The company's 200-year journey signifies the evolution of India's jewellery market, where buying habits have shifted from weddings and festivals to encompass personal milestones like first salaries, professional accomplishments, birthdays, and anniversaries. Although gold remains a cornerstone of traditional jewellery, younger consumers are now gravitating towards diamonds, gemstones, silver, and lightweight pieces for everyday wear.

Chandukaka Saraf has acknowledged this transition by redesigning traditional motifs and craftsmanship into contemporary styles, allowing customers to maintain a connection with heritage while embracing modern aesthetics. Managing Director Samyak Kishorkumar Shah emphasized the company's commitment to nurturing both tradition and modernity, ensuring the brand remains trustworthy and adaptable.

The business has evolved through multiple generations of the Shah family, with current leadership spearheading the next chapter in Chandukaka Saraf's evolution. Chairman Kishorkumar Jindatta Shah, alongside Managing Director Samyak Kishorkumar Shah, aims to maintain the company's legacy while aligning with shifting market expectations.

Technology has played a pivotal role in this transformation, with Chandukaka Saraf being one of the pioneering jewellery retailers to adopt hallmarking and Karatmeters for purity verification.

As the company prepares to add five to seven new stores this year, it remains focused on balancing tradition with modern demands. The 200-year milestone not only represents the continuity of a family business but also underscores the responsibility to uphold the trust placed in it by generations of customers.