Chandukaka Saraf marks 200 years in jewellery business, plans 5-7 new stores as consumer preferences evolve

Maharashtra-based jewellery retailer Chandukaka Saraf is planning to add five to seven stores during the current calendar year as it looks to expand its presence to mark 200 years of operations. Established in Baramati in 1827, the family-run jewellery retailer has 19 stores across Maharashtra and Karnataka and more than 1,000 employees.

According to the company, younger consumers are increasingly exploring diamonds, gemstones, silver and lightweight jewellery for everyday and occasion wear. It said that this shift is influencing the way traditional jewellery is being designed and presented. Heritage motifs and craftsmanship are increasingly being adapted into contemporary formats, allowing customers to retain a connection with traditional jewellery while seeking designs that suit modern lifestyles.

“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 company’s evolution has taken place across multiple generations of the Shah family. 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.

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.

As jewellery consumption continues to shift, the company sees its long-term opportunity in maintaining the fundamentals associated with its heritage while adapting to new designs, technologies and customer aspirations.