Mumbai (Maharashtra) [India], August 27: Shringar House of Mangalsutra Ltd, India’s most renowned name in Mangalsutra artistry, proudly unveils the landmark “24K SHUDDH” Collection. This is among the nation’s first-ever HUID Hallmarked Mangalsutra ranges created entirely in pure 24 Karat gold, introduced at their stall at IIJS – India International Jewellery Show Premiere, setting new standards for purity-focused gold jewellery in India.
Crafted in 995 finesse with BIS-certified HUID hallmarking, this pathbreaking collection redefines the mangalsutra as more than a traditional symbol—it emerges as a true 24K investment piece. It unites cultural heritage with modern consumer value.
The unveiling received overwhelming appreciation from retailers and was graced by eminent industry leaders and dignitaries, including: Mr. Sachin Jain – Regional CEO India, World Gold Council (WGC), Mr. Rajesh Rokde – Chairman, All India Gems & Jewellery Domestic Council (GJC), Mr. Sabyasachi Ray – Executive Director, Gems & Jewellery Export Promotion Council (GJEPC), Mr. Rajesh Kalyanaraman – Kalyan Jewellers, Mr. Varghese Jos Alukka – Jos Alukkas, Mr. Saurabh Gadgil – Chairman & MD, PNG Jewellers, Mr. Ashish Pethe – Director, WHP Jewellers, Mr. Anil Kataria & Mr. Santosh Kataria – DP Abhushan, Mr. Vikas Kataria – Kumari Jewels, and Mr. Kinjal Shah – Head of Responsible Jewellery Council (RJC) Asia.
This collection introduces a new era for MANGALSUTRA—an iconic bridal and cultural jewellery in India—where devotion merges with investment, and tradition meets innovation. Designed for today’s women who value purity in love and legacy in wealth, the 24K SHUDDH Collection delivers unmatched emotional and financial significance.
SHRINGAR MANGALSUTRA – A Symbol of Eternal Love and Pure Gold
Every piece is crafted in 24 Karat gold, delivering the highest investment value while embodying profound emotional meaning a woman treasures throughout her marital journey. Each mangalsutra in the 24K SHUDDH Collection blends sacred symbolism, elegant design, and 24K purity—strong as the eternal bond of marriage, tender as the love it represents.
Certified Purity with HUID Hallmarking
Strengthening its authenticity and value, every piece in the SHUDDH collection comes with HUID hallmarking, ensuring BIS-certified purity and transparency. This reinforces Shringar’s unwavering dedication to quality, trust, and customer assurance.
“We are honoured to present our latest innovation – a 995 purity, 24 Karat hallmarked mangalsutra with the durability of 22 Karat gold. This milestone is the outcome of months of effort, and I’m delighted it was inaugurated by respected leaders of the Indian gems & jewellery industry. Heartfelt thanks to everyone who supported us on this journey,”
– Mr. Chetan Thadeshwar, Chairman & MD, Shringar House of Mangalsutra Ltd.
“Unlike lower karatage jewellery, 24 Karat gold contains no added alloys, giving it unmatched brilliance and authenticity. Shringar’s 24 Karat collection honours India’s heritage of uncompromising purity, reinforcing consumer trust. This launch not only elevates craftsmanship standards but also introduces a new era of gold jewellery—timeless, transparent, and pure,”
– Mr. Sachin Jain, Regional CEO India, World Gold Council (WGC).
“Shringar’s 24K SHUDDH Collection reflects the evolving expectations of Indian consumers. By merging the emotional legacy of the mangalsutra with the purity of 24K gold, Shringar has delivered a category-defining innovation,”
– Mr. Rajesh Rokde, Chairman, GJC.
“Shringar has always been an innovator. Inspired by the World Gold Council, they’ve introduced a 24K mangalsutra—the purest form of gold. Weddings deserve purity, and a 24 Karat mangalsutra is the ultimate gift for a bride. Congratulations to Shringar as they continue their IPO journey, bringing more transparency to the jewellery industry,”
– Mr. Rajesh Kalyanaraman, Kalyan Jewellers.
“I believe Shringar is the first in India—possibly the world—to launch a 24K mangalsutra. With research-backed insights into millennial buying trends, this innovation is a proud moment for Maharashtra. Mangalsutras are a leading category, and Shringar’s 24K addition elevates it further. Congratulations to the Shringar team,”
– Dr. Saurabh Gadgil, PNG Jewellers.
“I am glad Shringar has launched India’s first 24 Karat mangalsutra at IIJS. This bold step forward offers consumers something truly unique for their stores. Wishing them continued success,”
– Mr. Varghese Jos Alukka, Jos Alukkas.
“Combining Maharashtra’s love for mangalsutra with 24 Karat purity is a brilliant concept. Congratulations to Chetan Bhai and the Shringar team on this remarkable achievement,”
– Mr. Ashish Pethe, WHP Jewellers.
“Chetan Bhai is always pioneering new concepts for the jewellery industry. Congratulations to the Shringar team on this remarkable initiative,”
– Mr. Vikas Kataria, Kumari Jewels.
“The 24K SHUDDH Collection is a milestone that elevates trust and purity in tradition. Congratulations to Shringar for this monumental step,”
– Mr. Kinjal Shah, Head – RJC Asia.
“With the launch of the 24K SHUDDH Collection, Shringar redefines the mangalsutra as both cultural heritage and investment-grade jewellery. This reflects our mission to create designs that resonate with modern Indian women,”
– Mr. Viraj Thadeshwar, CEO, Shringar House of Mangalsutra Ltd.
As the festive season approaches, the 24K SHUDDH Collection is being hailed as a game-changer, delivering unmatched emotional and financial value for consumers nationwide.
Shringar House of Mangalsutra Ltd extends heartfelt gratitude to retailers and the jewellery fraternity for their support and looks forward to illuminating showcases across India with this pioneering 24K innovation.
About Shringar House of Mangalsutra Ltd
Shringar House of Mangalsutra is India’s foremost manufacturer of gold jewellery and a leader in mangalsutra craftsmanship. With a legacy of blending heritage and innovation, the company creates jewellery that celebrates life’s most cherished moments.
For further information, please contact:
Hitesh Khandelwal
Vice President – Marketing
Shringar House of Mangalsutra Limited
Email: hitesh@shringar.ms
