Chandukaka Saraf, the 200-year-old, Maharashtra-based jewellery house, says it is adapting its product portfolio and customer approach to changing jewellery consumption patterns, with a greater focus on contemporary designs, diamonds, sterling silver and jewellery suited to everyday wear.
Founded in Baramati in 1827, Chandukaka Saraf has built its business over generations around gold jewellery, craftsmanship, and long-standing customer relationships. As the jewellery market evolves, the brand is looking to extend that proposition to younger consumers whose jewellery choices are increasingly influenced by personal style, versatility and everyday use, says a statement.
The shift forms part of the brand’s broader approach to its next phase of growth, alongside expansion into newer markets across Maharashtra.
Jewellery has traditionally been closely associated with weddings, festivals and other major occasions in India. However, people are also showing growing interest in pieces that can be worn across occasions and incorporated into everyday wardrobes.
Younger consumers especially connect jewellery to personal milestones and individual expression, ranging from a first salary or professional achievement to birthdays, friendships, and everyday styling.
Chandukaka Saraf says it is responding to this shift by expanding its contemporary jewellery offering alongside its established gold and bridal categories.
“Jewellery is becoming more personal in the way customers choose and wear it. Younger consumers are looking for pieces that fit into their everyday lives and can reflect their individual style. For us, the opportunity is to understand this change while building on the trust and relationships associated with the brand,” said Samyak Kishorkumar Shah, Managing Director, Chandukaka Saraf in a statement.
The brand says it’s growing focus on diamonds and sterling silver is part of its effort to offer customers a wider range of jewellery across occasions and preferences.
Contemporary designs are being positioned alongside traditional gold jewellery, giving customers the option to choose pieces that can be worn individually, layered or styled across different settings.
“Our traditional categories remain an important part of our business, but customer expectations are evolving. Contemporary jewellery, diamonds and sterling silver allow us to engage with customers in different ways and across more occasions,” Shah said.
“We don't see tradition and contemporary preferences as being at opposite ends. Our heritage gives us the foundation, while changing customer expectations tell us where we need to evolve. The next phase is about making the Chandukaka Saraf experience relevant to today's customers without losing the values that have shaped the business,” Shah added.
The upcoming festive season is another important period for jewellery retailers, with customers traditionally planning purchases around Diwali and other occasions.
Ahead of the festive season, Chandukaka Saraf has introduced a Pre-Diwali Gold Rate Protection initiative under which customers can book their jewellery by paying 10% in advance and avail the applicable benefit linked to a lower gold rate, subject to the terms and conditions of the offer.
The initiative is aimed at customers planning their jewellery purchases ahead of the festive period and looking for greater flexibility in timing their purchase.
“Festive jewellery purchases are often planned in advance. At the same time, customers are increasingly conscious of value when making a significant purchase. The Gold Rate Protection initiative is intended to provide customers with an opportunity to plan ahead while availing the applicable benefit under the offer,” said Shah.
Alongside changes in its product portfolio, Chandukaka Saraf is expanding its retail presence across Maharashtra.
Chakan and Talegaon Dabhade are among the locations forming part of the brand’s expansion around the Pune market, allowing it to reach customers in growing residential and commercial markets.
