Building a Legacy of Trust: Mahender Khurana on the Growth Story of Sunder Group

For over five decades, Sunder Group has steadily built a reputation as one of North India's trusted names in the jewellery industry. What began as a small family enterprise has evolved into a respected brand known for quality craftsmanship, customer trust, and timeless values. Under the leadership of Mahender Khurana, the company has embraced changing consumer preferences while remaining rooted in the principles established by its founder.

In this exclusive conversation, Mahender Khurana reflects on the remarkable journey of Sunder Group, the importance of family in business, the changing landscape of the jewellery industry, and his vision for the future.

Your family's business has grown significantly over the years. How did the Sunder Group story begin?

Mahender Khurana: Our journey began in 1975 when my father, Late Shri Sunder Lal Khurana, started a business called Sunder Embroidery after retiring from the Indian Air Force. His dedication laid the foundation for everything we have built today. In 1993, our family expanded into retail with Sunder Emporium in Chandigarh, and in 2003 we fulfilled a dream by launching our own jewellery brand, Sunder Jewellers. We started with just four team members. Today, we have grown into a family of more than 170 professionals while continuing to operate with the same values of trust, honesty and customer-first service.

How important has family involvement been in shaping the growth of Sunder Group?

Mahender Khurana: Sunder Group has always been a family-driven business. Every generation has contributed to its growth. My brothers Harjinder Khurana and Gaurav Khurana have played significant roles, and now the next generation, including Kevin Khurana, Mehul Khurana and Manan Khurana, is actively taking the legacy forward. This continuity has helped us preserve our values while embracing modern ideas.

Consumer preferences in jewellery have evolved considerably. What shifts have stood out to you the most?

Mahender Khurana: Consumer behaviour has evolved significantly. Jewellery is no longer viewed only as an investment for special occasions. Today's buyers see it as an expression of personal style and wear jewellery more frequently. Young customers conduct extensive research before making purchases, and they value transparency, craftsmanship and authenticity. We've also witnessed rising demand for lightweight jewellery, diamond collections, men's jewellery and customised designs.

What steps has Sunder Jewellers taken to meet the expectations of today's customers?

Mahender Khurana: We continuously update our collections to reflect evolving trends without compromising timeless elegance. Our stores offer dedicated sections for different categories so customers can explore designs according to their preferences. At the same time, we remain committed to quality, purity and affordability, ensuring every customer finds jewellery that matches both their style and budget.

Bridal jewellery remains a major segment in India. What trends are currently influencing wedding purchases?

Mahender Khurana: Traditional gold jewellery continues to hold emotional significance, but modern brides are looking for designs that combine heritage with contemporary aesthetics. Customisation has become increasingly popular, and many customers now prefer jewellery that can be worn beyond weddings. Versatility has become just as important as beauty.

What do you believe sets Sunder Jewellers apart in such a competitive industry?

Mahender Khurana: Our designs are inspired by jewellery traditions from different parts of India. This diversity allows us to serve customers with varied tastes. More importantly, we believe in offering exceptional value. By maintaining direct relationships and focusing on quality rather than unnecessary overheads, we provide premium craftsmanship at competitive prices.

Many customers have remained loyal to your brand over the years. How have you built that trust?

Mahender Khurana: Customer trust is our greatest achievement. We focus on building relationships rather than simply making sales. Every customer who walks into our showroom deserves honesty, personalised attention and complete transparency. This philosophy has helped us earn repeat customers across generations.

What philosophy has guided you throughout your entrepreneurial journey?

Mahender Khurana: I strongly believe that success begins with mindset. Challenges are inevitable, but determination, discipline and continuous learning help overcome them. Every day is an opportunity to improve ourselves and serve customers better.

Outside of business, what helps you stay balanced and inspired?

Mahender Khurana: Family is my greatest strength. Spending time with my loved ones keeps me grounded and motivated. They have been my biggest supporters throughout this journey.

Looking ahead, what are your aspirations for the future of Sunder Group?

Mahender Khurana: Our goal is to transform Sunder Jewellers into one of North India's most admired lifestyle jewellery brands. We want to continue expanding while preserving the trust we have built over decades. Innovation, customer satisfaction and uncompromising quality will always remain at the heart of everything we do.

Editorial Note

Mahender Khurana's journey reflects the enduring strength of family-led entrepreneurship in India. From humble beginnings to building one of the region's respected jewellery brands, Sunder Group's story is rooted in consistency, trust, and a willingness to evolve with changing times. As consumer expectations continue to shift, the company remains focused on blending traditional craftsmanship with modern design while maintaining the values that have defined it for more than five decades. With the next generation actively contributing to its growth, Sunder Group appears well-positioned to continue its legacy and strengthen its presence in the years ahead.

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