Tamil Nadu - Coimbatore   

Golden days of Coimbatore

P.A. Raju Chettiar

Coimbatore: If Coimbatore is known for gold jewellery industry in the country, it was P.A. Raju Chettiar who was primarily responsible. An embodiment of industry and enterprise, he was both a wholesaler and a retailer who proved a great inspiration for a number of entrepreneurs in this sphere.

Born in 1895, he had only elementary education in a “thinnai pallikoodam” (small school that functioned on the veranda of a house).

But it was his indefatigable enterprise, “out of the box” thinking and indomitable will that catapulted him.

From selling gold coins in shandies, Chettiar thought of setting up an outlet for the purpose. He started a small jewllery shop at Coimbatore in 1912. Since then there was no looking back.

It virtually grew into an empire. At one stage, he had five big jewellery shops, an exclusive silver store, two cinema halls, a financial institution, an advertising agency, a textile mill and also a grocery.

According to historian C.R. Elangovan, it is far more difficult to formulate rules and regulations for the jewellery industry than any other sector. But Raju Chettiar could be called a pioneer on this score because he was the first to prove that quality could be ensured in this industry also and honesty is not a rare commodity.

He promised his customers that he would buy back any of his jewels for the original price itself and for that purpose had started affixing a “seal” of his store on his products. Thus the very word “uthiravaadham” (guarantee) was born in the world of gold jewellery in Coimbatore region. In the entire South India he was the one who is said to have produced a number of “dies” (moulds) and thus could produce a large number of jewels far faster than others.

At one stage he had employed as many as 300 goldsmiths and more than 1,000 staff of other categories.

Apart from being an excellent craftsman, he was a great administrator and marketing man. The amount of publicity that he gave for his products, especially through hoardings, was said to be phenomenal. In each and every advertisement, there used to be something new and interesting and he made it a point to give the customers some incentive or other for every purchase.

Raju Chettiar, who was extremely fluent in Tamil, Telugu and also Kannada, was involved not only in bulk purchase of gold, but also was meticulous in purchase of old jewellery and financial administration. He formulated specific timings for workers and accorded immense care to customer service.

While he headed the Jewellers’ Association of Coimbatore, he established an umbrella organization for the entire Tamil Nadu and named it as Federation of Jewellers of Tamil Nadu.

He was devoted to Bhoodan movement of Vinobabhave also. Since meeting Gandhiji in 1934, he was said to have worn only khadi.

A very religious person, he is said to have contributed substantially for various spiritual activities including temple renovations. His end came in 1984.

(Source: “Coimbatore-Oru Varalaru” by C.R. Elangovan)

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