Chandukaka Saraf marks 200 years with planned retail expansion

Chandukaka Saraf, a family-run jewellery retailer established in 1827, is marking its 200th anniversary with plans to expand its footprint. The company currently operates 19 stores across Maharashtra and Karnataka and employs over 1,000 people. As part of its 2024 growth strategy, the business intends to open five to seven new locations.

The retailer is adapting to shifting consumer trends in India, where purchasing patterns are moving from traditional wedding and festival-based buying toward personal milestones such as birthdays and professional achievements. This evolution has led to increased demand for diamonds, gemstones, silver, and lightweight jewellery designed for modern lifestyles.

In addition to gold, the company is highlighting its silver offerings, particularly for religious and festive occasions like Ganesh Chaturthi. The brand emphasizes purity and safety, noting that its silver utensils are hallmarked and produced without the use of cadmium.