VUMMIDI BANGARU SRIHARI SONS

‘A century of tradition’ – says, the by line of their ad.

Founded by Vummidi Bangaru Chetty, Vummidi Bangaru Srihari Sons (VBSS), has been a strong presence in the Chennai gold market, since the early 1900s.  One of the oldest names in the trade, ‘traditionality’ is their USP. 

Having been in ‘Black Town’ or George Town as it is known now, they moved to their present location near Panagal Park, in 1969.  At that time, Panagal Park was considered to be the border of the city. Today, it is the most high profile and top-of-the-mind destination when it comes to shopping in Chennai.

Presently, the fourth and fifth generation are holding the reins of the business.  Vummidi Prashanth of VBSS says, “We were dealing mainly in gold previously, and slowly we started dealing in diamonds and silver articles". 

Odiyannam (a piece of jewellery worn on the waist), Chettinad ‘mangalyam’ or ‘thali’ (jewel worn by women as a symbol of marriage), Mangamalai (long traditional necklace), Kaasumalai (a traditional type of necklace), are some of the more popular varieties of jewels available here. 

“All jewels are made by expert artisans on a contract basis. Apart from the gold jewellery, we also make diamond jewellery.  We have exclusive diamond jewellery, as well as rubies and emeralds set with diamonds.  A unique feature of our silver collection is our tea sets, jugs, dinner trays and dinner sets.  It is mostly ladies, who make the purchasing decision.  Another pattern we have noticed, is that 75% of the customers, know what they want to buy.  There is not much of impulse buying.  The majority of the purchase is gold, after which comes diamonds”, says Vummidi Prashanth.

Nothing seems to have changed though, from the buyer’s perspective. Buying for occasions, is still the main reason behind jewellery purchases. And men’s jewellery, has still not taken off. According to Prashanth, apart from rings, bracelets and cuff links, there is not much demand for men's jewellery. And that is the reason, for not introducing men’s jewellery in a big way.

Address: Vummidi Bangaru Srihari Sons, 11, Nageswara Rao Road, T Nagar, Chennai 600 017.
Phone: 434 2455 / 6287, 436 3408 / 9.
Tele-fax: 436 3409.