Manohar Lal Saraf and Sons Jewellers Pvt. Ltd.

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October 24, 2020

Diamond is a woman’s best friend. Going by this logic, it should be a m-an’s worst enemy. However, this does not seem to be the case with the powers-that-be at Manohar Lal Saraf and Sons Jewellers Pvt. Ltd. In fact, as the matter stands, this company deals with Diamond, Gold, Platinum and Silver Jewellery. Having begun its ornament odyssey in Meerut, this enterprise spun off way back in 1928 with an initial investment of one lakh rupees. Incidentally, the showroom in Noida is taken care of by Mr. Sudhir Singhal, Director, and his son, Mr. Vibhor. Having being conferred with the UP Ratna Award in 2010 is one of the credible achievements of Mr. Singhal. Happily enough, the top management at this jewellery-oriented organization has “no complaints in quality standards or grievances against the rules and regulations of the government regarding their work arena.”

The primary forte of this unit is that it has “twelve members who have successfully completed the course in Diamonds and Gemology from GIA.” Having logged a turnover of about Rs 200 crore in 2018- 19, this company strictly believes in delivering “Hallmark certified jewellery and no spurious stuff.” Thus, there is no scope of any kind of foul play in the quality of the articles produced by Manohar Lal Saraf and Sons Jewellers Pvt. Ltd. Having a workforce of above 300 employees in its sales and marketing division is a tactic employed at this firm to maximize its revenues. Even as of the present day, the firm has two outlets in Meerut which are headed by Mr. Vivek Shekhar, the eldest of the Four Brothers who trail-blazes this jewellery outfit. Mr. Himanshu Shekhar and Mr. Prabhat Shekhar take care of the Delhi-based operations.

The company has managed an employee retention rate of close to 80% in all these years of operation. The real matter in this line of work is that one should be willing to work round-the-clock and for 365 days in a year. Says Mr. Sudhir Singhal simply, “our area of work is such that a person who is totally committed to his business should be ready to put in 24×7 of work all the way through.” This is a tough call, no doubt. Anyone and everyone can say that jewellery as a business is not a simplistic affair. Plus, the time around festivals becomes all the more hectic for all those who are diehard jewellery loyalists. Their work increases multiple folds at such times. As is obvious, jewellery business is of the nature that “one can earn more if one spends more number of hours working. It is as simple as that.” There are those whowork eight hours a day. However, those who work ten to twelve hours a day achieve double of the former’s end results. In addition, you end up earning far more if you are working fourteen hours a day.

The vagaries of this profession are such that the above-mentioned dynamics needs to be looked into before one steamrolls into this domain as a career.

Interestingly, this company has nodal outlets in Faridabad, Defence Colony, Pitampura, Preet Vihar, and Indirapuram in Delhi NCR. As touched upon before, sheer hard work and an ability to deal with all kinds of clients are the essential criteria of being able to run successful jewelry businesses. These qualities are available abundantly in the work team at Manohar Lal Saraf and Sons Jewellers Pvt. Ltd. In fact, excellence in the department of good public relations and mastering the art of being able to convince a diverse range of customers about the authenticity and the value of the ornaments being sold is a done criterion with the staff at this company.

These are the basic reasons why the staff has enjoyed a long innings with the company and are treated as filial members of the management cadre here.

The jewelry trade, one of the oldest commercial enterprises in the world, belongs to a unique league. Here, it is the capacity to harmonize with clients and customers which helps in increasing sales end-lines. If the marketing personnel do not come across as well-meaning people who can trustfully guide the customers, the sales of the unit will automatically decline and may even nosedive. Thus, it requires a certain kind of personality and a flair for marketing with pleasantness which rules the roost here. This certainly seems the true characteristic of everyone at Manohar Lal Saraf and Sons Jewellers Pvt. Ltd. And this could be the reason for this company being at the forefront of its spectrum of work in its niche arena. Mr. Singhal believes that hard work, god’s grace and destiny have all played a role in carving out this success story.

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