Overview

Chandukaka Saraf, a jewellery house founded in Baramati in 1827, marks its 200th year in September 2026. The company, known for trust, craftsmanship and inter‑generational relationships, is repositioning its portfolio to appeal to Generation Z, whose jewellery preferences are shifting toward self‑expression, lightweight designs, and everyday versatility.

Strategic Focus on Gen Z

Managing Director Samyak Kishorkumar Shah explains that Gen Z seeks jewellery that feels personal, versatile and aligned with lifestyle milestones such as first salaries, birthdays or friendships. To meet this demand, the brand is expanding its contemporary offering with new diamond and sterling‑silver collections designed to complement both daily wear and special occasions.

Pre‑Diwali Gold Rate Protection Initiative

In anticipation of the festive season, Chandukaka Saraf introduces a Pre‑Diwali Gold Rate Protection scheme. Customers can secure a jewellery order by paying only 10% of the purchase price in advance and benefit from a lower gold rate, subject to the specific terms and conditions of the offer. Shah notes that this initiative provides flexibility and value for younger families planning festive purchases well ahead of time.

Expansion Across Maharashtra and Karnataka

The brand is extending its physical footprint with new outlets in Chakan and Talegaon Dabhade, bringing its heritage‑driven experience closer to growing markets around Pune. These locations complement existing stores and reinforce the company’s ambition to combine a 200‑year legacy with modern accessibility and design choices.

Leadership Perspective

Shah emphasizes that tradition and modernity are not opposites; the company’s 200‑year foundation offers a strong base, while understanding evolving customer expectations will shape the next chapter. He reiterates the intent to listen to the next generation, evolve accordingly, and give customers the freedom to make jewellery their own.

Contact and Source

The press release, dated Tuesday, 29 September 2026, originates from Chandukaka Saraf and is distributed under an arrangement with NRDPL. For further information, the company directs readers to its website https://chandukakasaraf.in/.