With a legacy spanning three generations, Gurukrupa Exports has earned a reputation for quality craftsmanship, customer trust and market insight. Managing Director Shailesh Ramani shares how the company has evolved with changing consumer preferences while remaining rooted in quality, transparency and value-driven jewellery manufacturing.
Gurukrupa Exports has built a strong presence in the diamond jewellery industry over the years. Tell us about your company’s journey and the philosophy that has shaped its growth?
Our journey began when my father came from the village to Surat and started a diamond cutting factory. The second generation moved into diamond trading, and when I came into the business, I transitioned to jewellery manufacturing. Through each of these generations, our core values have stayed the same, excellent quality, strong customer relationships, timely delivery, and ethical business practices. We’ve always believed authenticity, purity, and transparency are non-negotiable in this business, and that’s what has kept customer trust with us, and helped us grow as they’ve grown with us. We’ve consistently tried to give customers a quality product at a fair, reasonable price, and that philosophy is really what has driven our growth.
What is Gurukrupa Exports’ core strength as a manufacturer? What sets your collections apart in a competitive market?
Our core strength lies in the details. When we craft a piece, we keep in mind every fine detail a woman looks for in her jewellery, the feel and the finishing. Resale value also matters a great deal in the Indian jewellery market, so we make sure every piece we craft holds strong resale value for the customer. That consistency, in finishing quality and design feel, is what has helped us grow steadily over the years.
Which are your strongest domestic markets today? Have you seen any notable shifts in demand or consumer preferences across different regions of India?
South India has always been Gurukrupa’s strongest market. Early on, I spent time researching that market directly, understanding what South Indian women look for in traditional jewellery. We designed our collections around that research, and that’s what built our strong presence there.
That said, we are seeing a real shift today, especially in the Gen-Z segment within South India. Younger buyers prefer lightweight, modern, branded jewellery that reflects their personality and confidence. We’ve responded to that shift too. Ours is among the first companies om South traditional jewellery to introduce lightweight, daily-wear pieces designed specifically for this generation of buyers.
Do exports form a significant part of your business? Exports are a relatively small part of our business. Where we do export, it’s largely Indian-style jewellery, serving major Indian brands established internationally. Our focus is primarily on pan-India design and the domestic market.
You have been a regular participant at IIJS Premiere. How has the show contributed to your business growth over the years?
IIJS gives us a platform where all our clients meet us under one roof. It’s where they see our new designs, while we get to understand their requirements. Being able to display our full range in one place gives buyers clarity; it lets them compare us easily with other manufacturers and plan their next orders with confidence. IIJS has genuinely played a key role in growing our business over the years.
What can buyers look forward to at your booth?
This year, we’re launching Amrut Bandhan, a collection of over 1,000 designs spanning modern, classic, contemporary, and traditional styles. Our Solo collection, featuring 0.02-carat solitaire diamonds, is built around the idea of the Forever Diamond. We have some more collections designed specifically for modern women and Gen-Z. Our goal this year is to curate something for every woman, across every age and life stage.
With gold prices remaining elevated and diamond jewellery consumers becoming increasingly value-conscious, how has Gurukrupa Exports adapted?
With gold rates as high as they are today, many women face budget constraints when it comes to jewellery. Keeping this in mind, we have combined technology with our production process, we’ve been able to create jewellery that’s genuinely budget-friendly, often lighter in weight than how similar pieces were made before, while holding the price steady or even bringing it down. Gurukrupa doesn’t operate purely on profit, we factor in what every woman actually needs, and that’s shaped our decisions. That approach is a big part of why our jewellery has become a first choice for so many women today.