Chandukaka Saraf, one of Maharashtra's longest-standing jewellery businesses, is celebrating 200 years of operations with ambitious expansion plans. According to reports from The Hindu BusinessLine, the family-run business, established in Baramati in 1827, has grown from a local enterprise into a jewellery retailer with 19 stores across Maharashtra and Karnataka and more than 1,000 employees. The company is planning to add another five to seven stores during the current calendar year as it looks to expand its presence while continuing to build on its longstanding customer base.
The two-century journey reflects the transformation of India's jewellery market, where buying patterns have moved beyond weddings and festivals to include personal milestones such as first salaries, professional achievements, birthdays and anniversaries. As reported by The Hindu BusinessLine, while gold continues to retain its traditional and emotional significance, younger consumers are increasingly exploring diamonds, gemstones, silver and lightweight jewellery for everyday and occasion wear. Samyak Kishorkumar Shah, Managing Director, emphasized that the company understands and serves both traditional and modern jewellery designs while continuously evolving without compromising the trust built over the years. This shift has influenced the way traditional jewellery is being designed and presented, with heritage motifs and craftsmanship being adapted into contemporary formats that appeal to customers seeking a balance between heritage and modern lifestyles.
The company's evolution has taken place across multiple generations of the Shah family. According to The Hindu BusinessLine, Late Bhaichandji Shah established the foundation of the business around principles of purity and quality, followed by Late Jyotichandji Shah and Late Chandulalji Shah, who strengthened customer relationships and expanded the enterprise. Late Jindattaji Chandulal Shah subsequently contributed to business growth, employee welfare and the adoption of ethical practices. The next phase is being led by Chairman Kishorkumar Jindatta Shah and Managing Director Samyak Kishorkumar Shah, as the business seeks to balance its legacy with changing market expectations and adapt to the expectations of a younger and increasingly diverse customer base. As reported by The Hindu BusinessLine, the company sees its long-term opportunity in maintaining the fundamentals of its heritage while adapting to new designs, technologies, and customer aspirations.
Technology has increasingly become part of Chandukaka Saraf's approach to customer assurance. As reported by The Hindu BusinessLine, the company 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 the purity of gold using technology. For Chairman Kishorkumar Shah, the 200-year milestone represents not only the continuity of a family business but also the responsibility of maintaining the confidence built with generations of customers. The retailer's technology-led approach is aimed at strengthening transparency and customer confidence while retaining the trust built over generations, with the planned expansion and continued adoption of technology reflecting the company's focus on evolving with customers as purchasing decisions increasingly combine traditional values with contemporary expectations.
