At the glittering stage of IIJS 2025, Shringar House of Mangalsutra Ltd. made history with the debut of the 24K SHUDDH COLLECTION — one of the nation’s first-ever mangalsutra ranges crafted in pure 24 karat gold with BIS-certified HUID hallmarking. Designed in 995 finesse, the collection transforms the age-old mangalsutra into more than just a marital symbol — it is now also a high-value investment.
The concept, born from a conversation between Shringar’s Chairman & MD Chetan Thadeshwar and Sachin Jain, Regional CEO India at the World Gold Council, set the company on a mission to merge cultural heritage with uncompromised purity. Months of innovation led to a product that boasts the brilliance and authenticity of 24K gold, while retaining the strength and wearability associated with 22K jewellery.
The unveiling at IIJS was met with thunderous approval from industry leaders, including top names from Kalyan Jewellers, PNG Jewellers, Jos Alukkas, WHP Jewellers, Kumari Jewels, and the Responsible Jewellery Council. Each lauded the collection’s vision — uniting emotional tradition with modern investment value.
Retail enthusiasm was immediate and overwhelming, with over 200 confirmed orders flowing in from both large chains and independent jewellers. Many hailed it as an alternative to bullion that carries both financial significance and sentimental worth.
Industry voices praised the innovation:
Sachin Jain called it “a fresh way to present gold to modern consumers,” noting global trends in 24K jewellery adoption.
Rajesh Rokde of GJC deemed it “a category-defining innovation” that meets evolving consumer expectations.
Dr. Saurabh Gadgil of PNG Jewellers admired its lightweight durability and predicted it would elevate the mangalsutra category nationwide.
With the festive season approaching, retailers believe the 24K SHUDDH COLLECTION could be a game-changer — appealing to customers who value purity, heritage, and asset-worthiness in equal measure.
As CEO Viraj Thadeshwar summed it up:
“This collection redefines the mangalsutra — it’s not just about tradition, it’s about absolute purity and lasting value.”
Shringar now looks forward to lighting up showcases across India with this first-of-its-kind 24K innovation.