Chandukaka Saraf at 200: How the Jewellery Giant is Scaling Up

Chandukaka Saraf Celebrates Bicentennial with Expansion Plans and Focus on Modern Consumer Trends. Pune, Maharashtra | September 11, 2026: Chandukaka Saraf, a cornerstone of the jewellery sector in Maharashtra, is commemorating two centuries of business by prioritizing growth, technological integration, and an evolving retail strategy. Since its inception in Baramati in 1827, the family-owned firm has expanded from a modest local shop into a major retailer operating 19 stores across Maharashtra and Karnataka, supported by a workforce of over 1,000. To further strengthen its market footprint and serve its established clientele, the company intends to open five to seven additional locations within this calendar year.

This 200-year history mirrors the broader evolution of the Indian jewellery landscape, where purchasing habits have expanded well beyond traditional festivals and weddings. Today, customers frequently mark personal milestones—such as birthdays, anniversaries, first salaries, and career successes—with jewellery purchases. Although gold remains deeply rooted in tradition and sentiment, a younger demographic is showing a growing preference for diamonds, gemstones, silver, and lightweight pieces suitable for both daily use and special occasions.

The company notes that these changing consumer habits have directly impacted design and presentation strategies. By reimagining heritage craftsmanship and classic motifs for contemporary tastes, the brand enables customers to maintain a link to traditional aesthetics while embracing styles that align with modern living.

"Our responsibility is to nurture and cherish both tradition and modernity. Our role is to understand and serve both, while continuously evolving without compromising the trust that defines Chandukaka Saraf," said Samyak Kishorkumar Shah, Managing Director, Chandukaka Saraf.

The business has evolved through several generations of the Shah family. The foundation was laid by the Late Shri Bhaichandji Shah, who built the company on a commitment to quality and purity. This legacy was carried forward by the Late Shri Jyotichandji Shah and the Late Shri Chandulalji Shah, who focused on broadening the enterprise and deepening customer ties. Later, the Late Shri Jindattaji Chandulal Shah played a pivotal role in driving business expansion, prioritizing employee welfare, and implementing ethical standards.

The next chapter of the company is being guided by Chairman Shri Kishorkumar Jindatta Shah and Managing Director Mr. Samyak Kishorkumar Shah, as the firm works to harmonize its long-standing legacy with the demands of a shifting market.

Technology has become a cornerstone of the company’s commitment to customer assurance. Long before hallmarking became an industry requirement, Chandukaka Saraf implemented its own hallmark to guarantee purity and authenticity. Furthermore, the retailer was an early adopter of Karatmeters, providing customers with the ability to verify gold purity through technological means.

For Chairman Shri Kishorkumar Shah, reaching this 200-year milestone signifies more than just the endurance of a family enterprise; it underscores the duty to uphold the trust established with generations of patrons.

From its humble beginnings in Baramati in 1827 to its present-day network of 19 locations, the trajectory of Chandukaka Saraf mirrors the wider transformation of the Indian jewellery industry. The firm’s strategic expansion and ongoing integration of technology highlight its dedication to evolving alongside its customers, as modern purchasing decisions increasingly blend traditional values with contemporary expectations.