KARSTEN MIRANDA
Founded in 1927, more than three decades before Goa’s Liberation, Ulhas Jewellers stands among the State’s oldest surviving family-run commercial establishments. Its history is closely intertwined with Goa’s social and economic transitions, spanning nearly a century of change.
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The business was started in Margao by Pandharinath Amrutrao Verlekar, who began as a small trader in gold and silver jewellery during the Portuguese period. At the time, jewellery purchases were rooted in tradition rather than luxury, closely associated with weddings, religious occasions and family inheritance, with trust and personal reputation forming the backbone of the trade.
Over the years, the enterprise expanded steadily under the next generation of the family. The business came to be known as Ulhas Jewellers under Ulhas Verlekar, who strengthened its presence in Margao and built long-standing relationships with Goan families that often spanned multiple generations.
Following Goa’s Liberation in 1961, the State underwent gradual economic and cultural change. While consumer preferences evolved and competition increased, Ulhas Jewellers retained its identity as a locally rooted establishment, balancing traditional craftsmanship with changing market expectations. Its continuity through this period helped cement its reputation as a dependable neighbourhood jeweller rather than a transient retail brand.
Today, the business is run by the fourth generation of the Verlekar family, with Managing Directors Pritam Verlekar and Vikram Verlekar, guided by Ulhas Verlekar, continuing the family’s long association with the trade. Reflecting on the journey, Vikram Verlekar said, “Carrying forward Ulhas Jewellers, which is 98 years old today, is both an honour and a responsibility, having witnessed Goa’s journey from the pre-Liberation era to the present. The trust built across generations is our greatest legacy, guiding us to uphold the same integrity and values that have defined us for nearly a century.”
As it approaches its centenary in just two years, Ulhas Jewellers remains a familiar presence in Margao’s commercial landscape, its survival through political change, Liberation and modernisation reflecting the resilience of Goa’s long-standing local enterprises and the enduring value of trust earned over time.
