New Delhi, Sept. 8 -- Chandukaka Saraf, Maharashtra-based jewellery retailer, is marking 200 years in business with plans to expand its retail network, invest in technology and adapt to changing consumer preferences.

The company plans to add five to seven stores during the current calendar year as it looks to strengthen its presence in existing and new markets.

The expansion comes as jewellery consumption in India evolves beyond traditional wedding and festival purchases. Consumers are increasingly buying jewellery to mark personal milestones such as first salaries, career achievements, birthdays and anniversaries.

While gold continues to hold strong emotional and traditional value, younger buyers are showing greater interest in diamon...