Launch Overview
Chandukaka Saraf Jewels announced the launch of RITI 2.0, the latest edition of its lightweight gold necklace collection. Each piece in the range weighs under 15 grams and includes both long and short designs, intended to appeal to younger consumers seeking jewellery that can transition from festive occasions to everyday wear.
Festive Timing and Promotional Offer
The launch is timed with the traditional jewellery‑buying festivals Vat Purnima and Guru Pushyamrut. To stimulate sales during this period, the company will apply a flat 30 % discount on making charges for all gold jewellery purchases made between 18 June and 22 June 2026. The discount is available across all Chandukaka Saraf Jewels showrooms in Maharashtra.
Design Philosophy and Market Positioning
According to the company, RITI 2.0 blends heritage‑inspired artistry with contemporary aesthetics, delivering designs suitable for festive celebrations, family events, professional settings, and daily wear. The emphasis on lightweight formats aligns with a broader consumer shift toward practical and investment‑friendly jewellery, especially as gold prices rise.
Management Commentary
A spokesperson for Chandukaka Saraf Jewels stated, “Today’s jewellery buyers seek a combination of design, versatility, value, and trust. RITI 2.0 has been thoughtfully created to address these evolving expectations while staying true to the craftsmanship and heritage that define our brand. Launching the collection during Vat Purnima and Guru Pushyamrut allows us to offer customers jewellery that complements both the festive spirit and modern lifestyles.”
Industry Context
Industry observers note that lightweight gold jewellery has become one of the fastest‑growing segments within the organised jewellery market, driven by rising gold prices, changing lifestyle preferences, and demand for wearable designs that combine aesthetic appeal with long‑term value. The launch of RITI 2.0, with its contemporary styling, lightweight appeal, and festive discount, is expected to attract customers looking for a blend of tradition, practicality, and modern elegance.
Customer Access
Customers can explore the new collection and avail the festive benefits at any Chandukaka Saraf Jewels showroom across Maharashtra during the specified offer period.