Company Profile

Aisshpra Jewellers

75 years of Independent India and more than 82 years of the Hari Prasad Gopi Krishna Saraf Group, resulted in the formation of its evolved identity AISSHPRA GEMS & JEWELS. The fundamental existence has been revamped to cater to the needs of the newer audience in and around Uttar Pradesh.

The new logo monogram of the Group is called “Swarna Kamal” (Golden Lotus) with its 8 petals in flowing form, it is symbolic of the purity of gold and the beauty of design which is what attracts every woman to her jewellery.

Root of Our Company

Aisshpra Gems and Jewels are 3rd Generation Jewellers, established in 1940. For the last 82 years the Group have been providing exceptional jewellery pieces and unmatched service to our customers.

aisshpra jewels

TRANSFORMATION (PARIVARTAN) - milestones in the past 6 months:
The jewellery at Aisshpra is largely for the masses with gold, diamonds and gemstones dominating the entire range of inventory. There is also a fair amount of silver jewellery and artefacts and soon Aisshpra is also starting a bit of fashion jewellery in response to the needs of the local consumers.

Gorakhpur and the surrounding areas largely have an affinity for a buying pattern of 23/18 K Gold Purity. Inspite of the a few branded players having marked their foray, not much had changed in this regards. Aisshpra launched its forthright campaign “Parivartan ki aur hamara Kadam” that educated the local masses that Hallmarking needs to be embraced before it becomes a mandate. The call of 100% Hallmarking = 100% Buyback with an option of 18K Hallmarked Gold Jewellery received appreciation and acceptance by their customers and a big mind-gap was bridged for the industry as a whole. It also positions Aisshpra as a Brand of Trust, Integrity & Ethics and the regions premier jewellery player that talks the language of the industry.


Sri Balkrishnaji along with his elder brother Late Sri Gopi Krishnaji founded the store measuring only 100 square feet in the year 1940 for the sales of “zari and gota”. Expanding into the retail segment, they added silver articles like anklets and toe-rings to their collection. Slowly with increasing demand and customer confidence gold jewellery was added to the collection and the building in which the shop was rented was purchased for expansion purposes. Balkrishna ji while training his son’s Atul & Anoop always inculcated the core value’s of trust, integrity and ethics and asked them to make it a part of their daily life.

Mr. Atul Saraf who now helms all initiatives of the Hari Prasad Gopi Krishna group said “Times are changing far quicker than we think. Our consumers are evolving quicker than most of us retailers in Gorakhpur. In keeping with the requirements of the business and of the changing times, myself and Anoopji are thrilled to develop this new corporate identity AISSHPRA for our future successors to take it to greater heights in jewellery retailing".

Sri Balkrishnaji, the Patriarch of the Group, makes it a point to be present at the pilot store ensuring Customer Service while his grandsons, Mr. Saumitra and Mr. Vaibhav, the forerunners are taking charge of every other area of retail. Mrs. Vandana Saraf, their mother being the anchor woman of the house, looks after the merchandising and marketing functions with great participation. Aisshpra is truly a family managed business that is now embracing transformation to develop into an Organized Jewellery Retail Structure.

Vision & Mission

VISION - "To become a jewellery house that stands true to its legacy of transparency, integrity and ethics, and yet evolving to meet the needs of the new age consumer in the region that we choose to operate in."

MISSION - "To fulfill the combined needs of the jewellery consumers in all respects – product, service and information such that they appreciate the value of all they derive and think of us fondly as their preferred choice for generations to come."

Our Values


Single Store Of The Year, by National Jewellery Awards 2023 (12th Edition), 2023
The Coolest Gen-Next (India's Coolest Store 2023), to Mr Saumitra Saraf by Indian Jeweller Magazine, 2023
30 Inspiring Leaders Of Indian Jewellery Retail, to Mr Vaibhav Saraf by GJC, 2023
Industry Legend Awarded, to Mrs Vandana Saraf by GJEPC INDIA, 2023
Times 40 Under 40 Awarded, to Mr Saumitra Saraf by TIMES OF INDIA, 2023
ET Inspiring Women Leader Award 2023, to Mrs Vandana Saraf by ET NOW, 2023
Young Entrepreneurs Presented, to Mr Vaibhav Saraf & Saumitra Saraf by NEWS 18, 2023
Narayani Namah Presented, to Mrs Vandana Saraf by NEWS 18, 2023
E4M Pride of India Brand Awards 2023, by E4M India, 2023
Best Necklace Design - IJ Design Awards, by Indian Jeweller Magazine, 2022
UP Ratan Samman, to Mr Anoop Saraf by Smt Smriti Irani, Member of Lok Sabha at Jagran Inext, 2022
The Director with Regional Retail Expansion Impact (North India ) awarded, to Mr Vaibhav Saraf at The Retail Jeweller Magazine, 2022
Aisshpra Gems and Jewels, Ballia India's Coolest Store, North Boutique Format at Indian Jeweller Magazine, 2021
Samaritan of the Year, to Mr Atul Saraf by India's Coolest Store Award at Indian Jeweller Magazine, 2021
Purvanchal Icon Award, to Shri Atul Saraf by Actor Govinda at Indian Jeweller Magazine, 2020
Life Time Achievement Award, to Shri Balkrishna Saraf at Retail Jeweller India Awards, 2019
Gold Bracelet of the Year, Retail Jeweller India Awards, 2019
Trasformational Business Leader of the Year awarded to Mr Atul Saraf by WCRC Int+ , London 2019
Transformational Brand of The Year by WCRC Int+, London 2019
Uttar Pradesh ke Ratan Awarded to Shri Atul Saraf by NEWS 18, 2019
Lifetime Achievement Award to Shri Balkrishna Saraf at Retail Jewellers Guild Awards 2018
Best Jewellery Store Of The Year, Chain of Stores at Retail Jewellers Guild Awards 2018
RUNNER UP at India's Coolest Store Award 2018 North- Large Format
Retail Transformation of the Year 2018 by ET NOW Global Awards for Retail Excellence
Temple Jeweller of The Year 2017 by IJ JEWELLERS CHOICE DESIGN AWARDS 2017
Paramparik Jewellery of the Year(North) by National Jewellery Awards 2015
Heritage Jewellery of the Year by Retail Jeweller India Awards, 2014
Best Diamond Jewellery under 10,00,000 by IJ Awards ,2014
Best entrepreneur award U.P. by Hindustan times 2013
Gold Bridal Jewellery of the Year by National Jewellery Awards 2014
Paramparik Jewellery of the Year(North) by National Jewellery Awards 2014
Successful Achiever award to our Director Sri Atul Saraf by Gem and Jewellery Trade Council of India 2013
Bridal Jewellery of the Year (Rs 20,00,000+) by IJ Jewellers Choice Design Awards 2013
Diamond Jewellery of the Year by Retail Jeweller India Awards, 2013

Other Ventures

aisshpra jewellery

1) Paalm Paradise:
This is the first of its kind integrated colony being developed the ALS. The Project located in Gorakhpur, boasts of the most enviable location, being close to the heart of the city yet nestled away from air and noise pollution. It is blessed with the following advantages:

  • Situated on the banks of the famous Ramgarh Tal Lake, a natural lake spread over 723 ha
  • In the vicinity of a large tourist complex which includes
    • A Buddha museum
    • A Planetarium
    • A Park and facilities for water sports
    • A Proposed Zoo
  • Proposed link to the Express Highway and International Airport at Kushinagar

The Project “Paalm Paradise” will itself boast of a plethora of distinctive features that will make it stand out from the rest. Just to name a few:

  • A first-of-its-kind integrated colony to be conceived in Gorakhpur
  • A marvel of architectural planning being designed by a team of international and national famed architects, structural engineers and city planners
  • Set amidst acres of lush green landscapes. The landscaping design is being done by the renowned nationally acclaimed Professional Landscape Designers
  • A vast array of real estate solutions to choose from, designed to suit each one’s pocket ranging from Plots of various sizes to 2, 3 & 4 BHK Luxury Apartments, Pent Houses and Villas
  • The apartments planned will be “Vaastu” compliant
  • The Project will be replete with all the modern amenities and special features
  • A large, modern club house and community centre which will have host of sporting facilities like Lawn Tennis, Swimming Pool, Gymnasium, Billiards Room, Table Tennis Floor, Coffee Shop, Restaurant, banqueting facility, etc.
  • Commercial Complex
  • Hospital and medical facility
  • A Public School
  • Free internal transportation facility using pollution-free Golf Cars
  • A 3-tier security and safety mechanism including electronic surveillance system, communication system, etc
  • The colony will have asphalted black top roads, Water fountains, Canals and a huge lush green area
  • The colony would also have of jogging tracks and children's play area

2) Manufacturing Unit:
Established in 2007 with thought of backward integration a diamond jewellery manufacturing unit with 15 employees was established in Gorakhpur and to facilitate correct procurement of cut and polished diamonds an office was set up in Opera House, Mumbai.
With a fast track growth we have now over 50 employees and the latest machinery, CAD software and CAM machine which enables us to design and produce world class jewellery.

3) Aisshpra Resorts:
Aisshpra Resorts is looking forward to an ambitious 5-star property which is soon going to be operational at the beautiful lakeside of Ramgarh Tal, Gorakhpur.

Associations and Tie-Ups

Telly Calendar 2017 Photoshoot at Langkawi with Balaji Telefilms & Marinating Films
In 2017 we have started with a unique marketing initiative that is in collaboration with Balaji Telefilms subsidiary Marinating Films and has been shot in Langkawi. The Telly Calendar 2017 where a dozen top TV Stars would be seen adorning jewellery by Aisshpra will be sent out to select clientele of Aisshpra and the entire year will see the fantastic visuals of these TV stars across their marketing collaterals in stores and in outdoors. A peppy behind the scenes video format would also be seen playing across all locations and in the local cinemas. The entire collaborative process of this activity was done through NYUZ. Says Vaibhav Saraf who was present to flag off the launch in end December 2016 in Mumbai “Aisshpra is Gorakhpur’s premier destination for jewellery and Television is the most popular form of entertainment here. Hence we found it relevant to forge this strategic alliance with the TELLY CALENDAR and its 14 TV Starlets to build our brand as we evolve strongly with our virtues of Trust, Integrity and Ethics. We are sure it would be a great showcasing of our gold and diamond jewellery on some of TV’s top bahu’s and bitiya’s”

Aisshpra Sales Program (ASP) – Training Initiative by Aisshpra To echo the ethos of the brand, the family and their thoughts, Aisshpra has also begun its training initiatives for all. Whether it’s the frontline sales ambassadors, or the managers or the peons and customer service personnel, each of them will undergo a customized Aisshpra Sales Program (ASP) and the first set of people have already gone through the same.