Our Story

"Me. Chintaman Ramchandra Deshmukh and Sons Saraf" is not just a gold and silver jewelry showroom but a beautiful confluence of love, devotion, and tradition, crowned with the legacy of heritage. The journey of our family in the jewelry business began around 1910 when our great-grandfather "Trimbakrao" started his business in the Saraf Bazaar of Nagar. When he began, he kept two goals in mind: 'honesty and excellent service'. By adhering to these values, the business flourished rapidly. Later, his son "Ramchandra (our grandfather)" took over the reins and continued the family legacy. From that point on, the Deshmukh family became known as ‘Deshmukh Saraf’. In 1930, the baton was passed on to his sons "Chintaman and Sadashiv". As the family expanded, the business was divided among brothers.

Our grandfather "Chintaman aka Bapusahab" established a new, modern showroom in Saraf Bazaar. He and his sons "Madhukar aka Annasaheb" and "Sharad" introduced a range of gold and silver jewelry, keeping in mind the local preferences of customers. They started offering gold bangles, armlets, toe rings, nose pins, and other jewelry.

By around 1950, the showroom had gained significant popularity. Jewelry items like single-diamond rings, idols, toe rings, bangles, Vajratik, Golnatha, and dandyas became favorites of farmers and local customers. The time spent by our grandfather "Chintaman" (1893–1971) in this business was highly inspirational. He was the treasurer of the Sanatan Dharma temple in Nagar, president of the Saraf Bazaar, and an active member of social causes. His spiritual guide was "Sadguru Swami Prakasanand", whose blessings were instrumental in his success. Our father "Madhukar aka Annasaheb" expanded the business by acquiring a neighboring shop. With a proper counter setup, excellent service, integrity, and variety of jewelry, the showroom became well-known and earned a prominent place in Nagar's business scene.

Contributions of "Madhukar aka Annasaheb" in Social Work:

Madhukar Annasaheb served as the vice-president of the "Sanatan Dharma" organization, vice-president of the Maharashtra State Yajurved Brahmin Association, and was the chief guest at the state convention of the Yajurved Brahmin Association in Pandharpur. He received numerous honors for his contributions. He was also a devoted disciple of "Sant Shri Anandashram Swami of Alandi". Under his guidance, Annasaheb wrote three books: "Pasaydan Savistar Nirupan", which was first published in September 2000, "Jnanaeshwar Maulicha Karma Yog", and a commentary on the 18th Chapter 78th verse of the Bhagavad Gita titled "Yatra Yogeshwar Krishna: Yatra Partha Dhanur-Dhara". The Pasaydan book has had five editions so far and is highly acclaimed in Alandi.

In 1986, Swami Maharaj instructed Annasaheb to serve the pilgrims (Warkaris), and since then, for over 42 years, services have been offered along the Alandi-Pandharpur pilgrimage route, including locations such as Saswad, Jejuri, and Khandala. The service continues today, and the younger generation—Dinesh, Mayuresh, and Shobha Tai (daughter of Sharad Kaka) — have pledged to carry it forward.

Later, the business was continued successfully by "Madhukar Rao aka Annasaheb's son, Neelkanth" and grandson Anant. Following the proverb, "The tiny seed planted in the door grew into a vine reaching the skies," the new two-story showroom in Saraf Bazaar was inaugurated. Neelkanth and Anant carried the legacy forward, ensuring "honesty and excellent service" remained the hallmark of the business, earning a reputation as one of the most trusted jewelers in the area.

Neelkanth's Contributions:

Neelkanth made a significant mark in the community. He served as the treasurer of the Sanatan Dharma Sabha and was the former vice-president and now an advisor to the Maharashtra State Jewelers’ Association. He is also the former vice-president and current advisor to the alumni association of Bhau Saheb Phirodia High School, Nagar. After the passing of their beloved mother, Smt. Pushplata, a "Natya Vachan (Drama Reading) Competition" was started in her memory, which has now become a renowned event in the district and across Maharashtra. Neelkanth has also published three books: 1. "Ek Kshan", 2. "Pasaydan Ek Vardan", and 3. a book on his father’s life titled "Kripashirvad".

Due to overwhelming customer demand, a new showroom was opened at "Sona Nagar Chowk" on April 24, 2022. The sixth generation led by Dinesh meticulously designed the new showroom with the help of Mayuresh. This new establishment boasts features like a play area for children, a spacious parking lot, a wide variety of jewelry, including gold, silver, pearls, diamonds, and more. The showroom's aesthetics and organization have added to its appeal. The legacy of "honesty and excellent service" continues to be the cornerstone of the business, making it a favorite among customers across generations.