Two Centuries and Counting: The Indelible Legacy of P.N. Gadgil & Sons

It was the 19th century, and the air was filled with tension as the Indian freedom struggle was in full swing. In 1832, a small town in Maharashtra was set to become the home of the nation’s renowned jewellery brand. What began as a small, family-run setup in Sangli grew steadily over generations through word of mouth, craftsmanship, and a deep understanding of customer sentiment, ultimately evolving into what is now popularly known as P.N. Gadgil & Sons.

The brand paved its way from a small set-up to the big screens all over the nation. In addition to their loyal customers, the brand has closely collaborated with and designed jewellery for numerous Bollywood movies and Marathi soaps. These include Sanjay Leela Bhansali's Bajirao Mastani, Ashutosh Gowariker's Panipat and Monhenjo Daro, Subodh Bhave's critically acclaimed Katyar Kaljaat Ghusli, and many more.

Running a business since the pre-independent era

Like many families who moved to Sangli during the freedom struggle for a better life, the Gadgil family also relocated to the 'Turmeric City of India', hoping for a brighter future and more opportunities. While Narayanrao Gadgil, the head of the family, continued to run the family towel business, his son, Ganesh Gadgil, was drawn to art.

With his interest, Gadgil's son embarked on a journey to learn more about the art and craft of jewellery making. According to the documented journey of the brand, under the guidance of Mr. Modak, a Konkan native who also ran a family jewellery business, he collaborated with Ganesh Gadgil on the jewellery business. Years after mastering this art and honing his skills, Gadgil started his own jewellery business, and that's how the story of P.N. Gadgil & Sons unfolded, becoming one of India's legacy jewellery brands. 

Today, with a presence across multiple states and over 60 locations, the brand has expanded its reach with other fashion-forward lines, including Gargi, Utsaav, and Reva. Carrying the heritage that has honoured the art and craftsmanship of artisans for 193 years and counting, the brand has also evolved with time. “Our artisans have spent decades honing their skills, and we work with teams that understand not just goldsmithing techniques but the emotions behind each piece,” Aditya Modak, the COO and CFO of the brand, says.

The old guards vs the young turks

In an age of fleeting trends and choices, the brand remains relevant through in-house design choices, shaping itself to be culturally active and pushing the boundaries of form and function. Talking about how the jewellery brand has witnessed the changes in the following years, Modak shares, “Older customers come with a strong understanding of jewellery, often shaped by family traditions. They seek purity, heritage patterns, and durability."

"Meanwhile", he says, "younger buyers want individuality, simplicity, and cost-conscious options.” Their offerings cater to both heirloom-worthy pieces for milestone occasions and contemporary styles through Gargi and Utsaav, which appeal to modern aesthetics, as well as Reva, which caters to the premium segment.

What has also changed over time is how the jewellery market, which stands at US$93.03 billion, as per Statista, has witnessed an influx of new brands. Mr. Modak says that the brand has tapped into the digital footprint to be able to keep up with the market. "We have built a hybrid model that includes retail stores, franchises, shop-in-shop counters, and a growing digital presence. We use platforms like WhatsApp for product discovery, catalogue sharing, and remote selling", Modak shares, adding that the personalised experience is challenging to replicate online or in mass retail. 

Along with consumer behaviour, marketing channels, and even the very definition of luxury have evolved. Modak comments, “The biggest challenge is maintaining our identity while keeping pace with change. It's not about blindly chasing trends, but about interpreting them through the lens of our brand. It also means investing in the right people, digital tools, and partnerships, without losing the personal, high-touch approach that defines jewellery buying in India.”

Amidst the rising gold prices

However, the main thought that runs through every consumer's mind is that the rapid surge in gold prices may soon become an inevitable part of our lives. With a striking rise of one lakh rupees, gold prices make owning jewellery a distant dream for many jewellery enthusiasts and heavily influence purchasing decisions. Talking to Local Samosa on the same, Mr. Modak opines, "Gold prices have risen sharply, but our experience indicates sentiment continues to drive decisions in this sector. We’ve observed a shift in the weight of purchases—while the intention to buy remains, customers favour lighter, more innovative designs. This explains why our lightweight and 18-carat collections perform consistently well. Consumers are not walking away from gold; they are becoming more selective and conscious.”

Uncertain about what the future holds for jewellery enthusiasts, and with curiosity for the future, Mr. Modak still aims to surpass 50 showrooms and expand further into North and South India through franchise partnerships by 2030. He adds, "Our focus will be on maintaining the trust we have built over nearly two centuries while preparing for the opportunities and expectations of the next generation.”

Narrating the story of the legacy and the evolution with time, Mr. Modak remains hopeful that people remember the brand for more than just its beautiful jewellery, like they have for at least the last two centuries.