1 hr ago
Chandukaka Saraf Celebrates 200 Years
Chandukaka Saraf is a very old jewellery brand that started in 1827.
It's now 200 years old and wants to connect with younger people, like Gen Z. This generation likes jewellery that is light and can be worn every day, not just for special occasions.
The brand is introducing new designs like diamonds and silver jewellery that are more modern.
They also have a special offer for Diwali where you can book jewellery in advance and get a lower price.
The brand is expanding in places like Maharashtra to reach more customers.
They want to keep their old traditions but also make jewellery that fits how young people live today.
Chandukaka Saraf, founded in 1827, celebrates its 200th anniversary.
The brand is adapting to Gen Z preferences with contemporary jewellery designs.
New collections include lightweight, versatile diamond and sterling silver pieces.
Pre-Diwali Gold Rate Protection initiative allows customers to book jewellery with a 10% advance payment.
Expanding presence in Maharashtra to reach growing customer communities.
- Who
- Chandukaka Saraf, a 200-year-old jewellery brand
- What
- Celebrating its 200th anniversary and adapting to Gen Z preferences
- Where
- Baramati (founded), expanding in Maharashtra and Karnataka
- When
- 2024
- Why
- To remain relevant to younger generations and evolving customer preferences
Key facts
- Founded
- 1827
- Founding Location
- Baramati
- Managing Director
- Samyak Kishorkumar Shah
- Key Offerings
- Gold, diamond, silver, bridal, contemporary jewellery
- Expansion Locations
- Maharashtra, Karnataka
- Target Generation
- Gen Z
- Special Initiative
- Pre-Diwali Gold Rate Protection
Quotes
Samyak Kishorkumar Shah
Managing Director of Chandukaka Saraf
“For many families, festive jewellery is something they plan for well in advance. At the same time, younger customers are looking for flexibility and value when making important purchases. With our Pre-Diwali initiative, we want customers to be able to plan their jewellery purchase with greater confidence while enjoying the applicable benefit of the gold rate protection offer”
NDTV
“We don't see tradition and modernity as opposites. Our heritage gives us a strong foundation, but it is our ability to understand changing customers that will shape our next chapter. Gen Z is asking us to think differently about how jewellery is designed, styled and experienced, and we want to be part of that conversation”
NDTV
Sources
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