Chandukaka Saraf plans 5–7 new stores as it enters its 200th year
The Maharashtra jewellery retailer plans to add five to seven stores in the current calendar year, building on its 19-store network across Maharashtra and Karnataka. The company is also prioritising purity technology, modern designs and shifting consumer preferences.
What happened
Maharashtra jewellery retailer Chandukaka Saraf, approaching its 200th year, plans to open five to seven stores this year, expanding beyond its 19-store
Key facts
- 200 years of operations
- 19 stores across Maharashtra and Karnataka
- over 1,000 employees
- plans to add 5 to 7 stores during the current calendar year
Why this matters
The retailer’s move beyond its existing Maharashtra and Karnataka base may create partnership, property and acquisition opportunities in underserved South and West Indian jewellery markets.
What to watch
- Announcement of exact store cities, formats, square footage and opening cadence.
- Gold-price direction and volatility, especially ahead of wedding and festival buying periods.
- Same-store sales growth versus sales contribution from newly opened stores.
- Inventory turnover, gold-exchange volumes and gross-margin trends after expansion begins.
- Evidence of entry into new Karnataka markets or movement beyond the current two-state footprint.
- Competitive response from organised regional and national jewellery chains through discounting, exchange schemes or nearby openings.
- Prioritise openings in Maharashtra and Karnataka micro-markets with strong wedding demand, gold-exchange activity and limited organised-jeweller penetration.
- Use purity-verification technology and transparent pricing as a trust-led acquisition tool, particularly in new catchments.
- Expand lightweight, contemporary and diamond-studded assortments to address younger consumers and mitigate high-gold-price ticket resistance.
- Cluster store openings around existing logistics and marketing footprints to protect inventory turns and operating leverage.
- Scale omnichannel appointment booking, catalogue-led selling and CRM outreach to accelerate new-store ramp-up.