ARJ Jewellery – A Promise Powered by Value-Based Legacy

The story of ARJ Jewellers, a family-owned business started by Ranganath Irappa Jante in 1957, is essentially about grit, honesty and focus.

What began as a jewellery store in Latur, Maharashtra, in partnership with a friend, went independent in 1959, and gradually grew with a clearly defined vision.

Driven by Values, Market Understanding

The foundation for any business lies in the values it is rooted in. With honesty as his core strength, and supported by the lessons learnt from his father, Ranganath was able to build his business successfully.

Ranganath's strength also lay in his close understanding of the market he was catering to (the rural market of Latur District). Being in touch with his roots, he knew what his customers wanted and this helped him establish his business well.

Managing Dual Businesses

Ranganath came from a family of farmers and so he also had a farm business to run. But multitasking came naturally to him. With effective time management – allotting six months of the year to each business – he was able to successfully run both his farm and jewellery businesses.

From Loss to Recovery and Success

After effectively managing both the businesses for almost 20 years, Ranganath encountered a big blow in his life in 1979, when he lost nearly everything in a family dispute. Thus began a new inning for him in 1981, when along with his second son, Ranganath opened a new jewellery store. With his characteristic perseverance, he managed to recover what he lost and got back on the success path.

In 1986, his second son left for Pune for further studies, and his third son, Ashok Ranganath Jante, took over the business and together they ran it well till 1995.

Tapping B2B Business

Ashok Jante soon began to see a new and better opportunity – the B2B – and he began to look at the manufacturing side of the business. Without too much investment, Ashok managed to buy a few machines and stepped up the focus on manufacturing, though much of his jewellery was hand-crafted.

Introducing Jewellery Casting

Soon Ashok also discovered the challenges that came with the hand crafting process, which was the possibility of theft, besides inconsistency in product quality. He thus launched the process of casting of jewellery.

With casting, Ashok made sure that customers got what they were promised. With the introduction of casting, also came the need to expand to other markets since casted jewellery does not sell much in Maharashtra.

Gaining Market Leadership

Soon Ashok entered Karnataka with a few products, while also selling to small retailers in Latur. Within two to three years, Ashok managed to achieve complete control over the Latur market. Despite the rise of competition and loss of some market share, he never gave up. He upgraded machinery with additional investments and scaled to the next level.

Poised for the Next Leap

In 2020, when the Pandemic struck, Ashok shifted to Mumbai, since Latur did not have the necessary support system for jewellery manufacturing.

With the help of social media and Mumbai's support system, he managed to make effective entry into rest of the Southern market, and today, South comprises 90% of his market share.

ARJ Jewellers takes pride in its unique product finish that is equivalent to or even better than the big players in the market.

Driven by passion and laser sharp focus, ARJ Jewellers is now ready for the next leap with improved manufacturing and marketing plan.