Chetan Thadeshwar, Managing Director of Shringar House of Mangalsutra, discusses the brand’s legacy, innovations, market growth, and commitment to sustainability through the creation of eco-friendly jewellery using recycled precious metals.
Shringar House of Mangalsutra has been a prominent player in the jewellery industry for over six decades. Could you share insights into how the company’s vision and core values have evolved since its founding?
Shringar House of Mangalsutra, established in 1963, is built on a foundation of heritage, tradition, and innovation. From the very beginning, our vision has been to craft gold jewellery that holds deep cultural significance while showcasing exceptional craftsmanship.
As customer preferences have evolved over the years, so have we. While staying true to our core values of quality, trust, and authenticity, we have embraced innovation to stay ahead of the curve. Today, our mangalsutra designs cater to women who honour heritage while expressing their individuality. This evolution has enabled us to redefine the mangalsutra for a new generation.
Shringar is known for combining classic and modern aesthetics. Could you tell us about the design process and how you balance heritage with innovation to create pieces that resonate with today’s market?
Our design process at Shringar is a harmonious blend of art, tradition, and innovation. Each collection begins with extensive research and ideation, where our design team studies historical motifs, cultural symbols, and emerging fashion trends. This ensures that we remain true to the mangalsutra’s heritage while appealing to modern sensibilities.
We strike a balance by focusing on three key elements:
Cultural Significance: We draw inspiration from traditional art forms, regional patterns, and symbolic designs that reflect the sacred essence of the mangalsutra.
Contemporary Appeal: By incorporating modern design elements such as geometric patterns, sleek chains, and lightweight materials, we ensure that our pieces align with the minimalist aesthetics preferred by today’s customers.
Technology and Craftsmanship: Our artisans and designers leverage state-of-the-art technology, including 3D modelling and laser engraving, to achieve precision and creativity. At the same time, we preserve the handcrafted techniques that lend character and authenticity to each piece.
Having Diya Mirza as a brand ambassador for Ziya Collection and Shringar has brought additional visibility. Your comments.
Dia Mirza was first appointed as brand ambassador for Shringar House Of Mangalsutra in 2018. Dia is not only a celebrated actress but an advocate for elegance and empowerment—qualities that resonate with modern women and with our brand. In 2023, we reappointed her as the brand ambassador for our premium Ziya collection, aimed at broadening its appeal, particularly among younger, urban women.
Having Dia Mirza as Shringar’s brand ambassador was an invaluable not just for us but also for our independent retail partners.
By offering our partners tailored, ambassador-driven marketing assets, we supported them in amplifying their promotional efforts, attracting more foot traffic, and increasing sales.
What specific quality controls and processes are implemented to ensure consistent excellence?
At Shringar, quality is non-negotiable. Our state-of-the-art production facility in Mumbai is designed to ensure excellence at every stage of manufacturing. With complete in-house control, we uphold stringent standards to deliver products that exemplify craftsmanship, precision, and reliability.
We use certified gold, and all materials are tested for authenticity, durability, and compliance with industry standards before entering the production cycle.
We combine traditional craftsmanship with advanced technology such as 3D design software, laser cutting, and CNC machines. Each piece undergoes multiple quality checks at key production stages, including designing, casting, assembling, polishing, and final inspection. All products are tested for durability and ease of wear, and then hallmarked and certified to meet global standards for purity and authenticity.
With over 20+ international retailers, Shringar has expanded its reach globally. How is Shringar adapting its offerings to meet the demand?
Shringar’s expansion into international markets has been driven by a deep understanding of the unique demands of the Indian diaspora. While the cultural significance of the mangalsutra remains consistent, preferences vary across regions due to lifestyle differences, local fashion trends, and purchasing power.
In Western countries, the Indian diaspora often prefers minimalist and versatile designs. We have developed sleek, lightweight designs featuring diamonds, rose gold, and contemporary motifs, which resonate with younger audiences. In the Middle East, traditional, heavier designs with intricate detailing remain popular.
By collaborating with over 20+ international retailers, we ensure that our products are easily accessible.
We leverage latest technology based digital catalogue and virtual consultations to reach a broader audience globally, enabling customers to explore and purchase from our collections regardless of geographical location.
Shringar collaborates with top brands like Tanishq, Malabar, and Kalyan Jewellers. How do these partnerships contribute to Shringar’s growth, and what distinguishes your products from other suppliers?
Today, Shringar takes pride in partnering with major corporate brands as their trusted mangalsutra supplier. Partnering with leading retail brands has significantly contributed to our growth, enabling us to expand our market presence and strengthen our reputation in the jewellery industry. These strategic alliances provide access to well-established retail networks, expanding our reach both domestically and internationally. The trust placed in our products by these prestigious brands highlights our unwavering commitment to quality, innovation, and consistency.
We offer customisation services, allowing our clients to personalise their mangalsutra collections, a feature that differentiates us from competitors who often offer more standardized designs.
As societal trends evolve, where do you see the demand for traditional jewellery, especially mangalsutras, heading in the next 5 to 10 years?
The future of mangalsutras is both exciting and dynamic. As cultural traditions continue to hold deep significance, we foresee the demand for mangalsutras to remain strong, albeit with a shift towards designs that merge tradition with contemporary preferences.
Personalisation will become a key factor in the mangalsutra market, with more women wanting to reflect their unique identities through custom designs, materials, and engravings. Retailers and manufacturers will need to offer greater flexibility in design options to cater to these evolving demands.
The demand for lightweight, versatile mangalsutras that can be worn daily, will continue to rise. As Indian consumers become more globalised, we expect to see a greater fusion of traditional symbols with contemporary designs. The classic black bead and gold mangalsutra will continue to be a cultural symbol, but with evolving aesthetics, including rose gold, contemporary chains, and even semi-precious stones, creating a perfect blend of heritage and modernity.
The role of technology in the jewellery buying experience will expand. Be it b2b or b2c, Virtual Inventory platforms will integrate virtual try-ons, augmented reality (AR), and AI-driven customisation tools to enhance the customer shopping experience. In the next 5 to 10 years, we anticipate that more consumers will shop for mangalsutras online, especially through mobile platforms, where convenience and customisation options will be key differentiators for retailers.
Given Shringar’s impressive domestic and international network, what are your future plans for expansion?
While we have a solid presence in India and over 20+ international clients, we are actively exploring untapped regions with growing Indian diaspora populations, such as Southeast Asia, Europe, and North America. Our focus will be on expanding partnerships with high-end retail chains and exclusive boutiques in these regions.
We plan to expand our b2b digital presence to cater to both domestic and international clients. We will enhance our digital platforms like eCatalog, Virtual Showcase, etc to offer a seamless buying experience, integrating virtual consultations, AR features, and customisations to meet the needs of the modern-day jewellers. We also plan to invest in digital marketing to reach wider audiences, particularly the younger, tech-savvy demographic.
We plan to diversify by introducing complementary jewellery pieces such as hand mangalsutras, earrings, and rings, designed with the same combination of traditional artistry and modern appeal. We also aim to expand into high-end, customisable bridal jewellery, aligning with our brand’s focus on culture, personalisation and luxury.
As global consumer preferences shift towards sustainability, we plan to develop new lines using recycled metals and conflict-free gemstones.
We are also exploring collaborations with international designers and jewellery influencers to create exclusive, limited-edition collections that will appeal to a global audience, to bring fresh perspectives to our designs while expanding our footprint in the global jewellery market.