From Bada Sarafa to Race Course Road: The Punjabi Saraf Story
Author : Punjabi Saraf | Published On : 04 Aug 2026
Every jewellery business has a starting point. Ours was 1947, in a small shop in Bada Sarafa, Indore, opened by the late Shri Harichandra Anand. There was no brand strategy behind it, no marketing plan — just a belief that if you sold honest jewellery at a fair price, people would come back, and they would bring their families with them.
That belief turned out to be right. Over the decades, Punjabi Saraf grew from that single shop into a name recognized across Central India, eventually expanding to our current showroom on Race Course Road in Indore.
Two Generations, One Standard
When I joined the business in 1992, I inherited more than a shop - I inherited a standard. My father was particular about three things: purity, quality, and customer satisfaction. Those weren't slogans. They were rules he expected everyone in the business, family included, to follow without exception.
My brother Sumeet and I have carried that standard forward, each bringing our own focus - his in design and industry engagement, mine in sourcing, gemology, and the day-to-day running of the business as Owner. Different roles, same foundation.
What Hasn't Changed
Jewellery trends shift constantly - polki one season, minimalist diamond the next. What hasn't shifted for us is the basic promise my father made in 1947: what you buy from us is what we say it is, priced fairly, and made to last. Everything else - the showroom, the collections, the partnerships - has been built on top of that one commitment.
We're proud of how far the business has come. We're prouder that it got here without cutting corners.
