From a Small Family Venture to a Trusted Jewellery Brand: Mahender Khurana on the Journey 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...
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.
Sunder Group has become a well-known name in North India’s jewellery industry. Can you take us back to where it all began?
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.
What role has your family played in the company’s success?
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.
The jewellery market has changed dramatically over the last decade. What changes have you observed?
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.
How has Sunder Jewellers adapted to these changing preferences?
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.
Weddings continue to drive India’s jewellery market. What trends are you seeing today?
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 makes Sunder Jewellers different from other jewellery brands?
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.
Your brand has received recognition for customer satisfaction. What is the secret behind such loyalty?
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 motivates you personally as an entrepreneur?
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.
When you’re away from work, what matters most to you?
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.
What is your long-term vision for 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.
