Our Story

From Gold to Silver: A New

Chapter Born from Trust

Fedha was born from a question, Why are the most beautiful designs, such as temple pieces, antique patterns, and intricate polki work, only available in gold? Why can't a college student, a working woman, a young man who loves style, wear these same designs every day without spending a fortune? That question stuck, and, In 2024, the Challani family launched Fedha by Challani, an exclusive brand for pure, hallmarked 92.5 sterling silver jewellery. "Fedha" means silver in Swahili, a nod to the metal that's adorned civilisations for centuries. But the real idea was simpler: bring Challani's trusted craftsmanship into silver, which is lightweight, affordable, and made for daily wear.

Fedha's first showroom opened in Selaiyur, Chennai. Within two months, we saw people walking through our doors and experiencing real happiness. Today, in under two years, Fedha has seven showrooms across Chennai, Madurai, and Pondicherry, making it one of the fastest-growing dedicated silver jewellery brands in South India. Celebrities like Aishwarya Rajesh, Divya Bharathi and Vani Bojan have inaugurated stores.

And now, Fedha is online, because wherever you are, you deserve the finest oxidised silver, temple jewellery, and everyday sterling silver pieces, backed by the same trust Challani has always delivered.

Why Choose Fedha Online?

Because Fedha Online has Pure, Hallmarked. Built to Last Silver Jewellery for every occasion and style of yours with customisation too without any compromise, ever.

Designs That Actually Stand Out

Fedha's collections run from antique silver with kemp stones to lightweight temple sets, oxidised pieces, jadau work, and Victorian-style jewellery. Whether you're dressing traditionally for a pooja or keeping it simple for work, there's something here that fits you. These aren't catalogue pieces, they're curated for people who want to wear something distinctive.

Made for Everyone

Fedha isn't just for women. There are thoughtfully designed collections for men and kids, from sleek silver chains and rings to sweet little earrings for a child's special day.

Fedha’s Promise

• Only hallmarked 92.5 sterling silver - nothing less, nothing else.
• Designs rooted in Indian heritage, built for modern lives
• Fair, transparent pricing with no surprises
• A shopping experience that feels personal, whether in-store or online
• The Challani legacy of trust, now in silver, now for everyone

The Minds Behind Fedha

Shri Jayantilal Challani — Chairman, Fedha By Challani

Shri Jayantilal Challani is the kind of person who still walks the showroom floor, spots a design detail from across the room, and asks whether the customer left happy. That attention after all these years is what earns him genuine respect.

His belief has always been straightforward. Give people jewellery that's worth every rupee. That conviction built Challani into a household name. It's the same conviction running through every silver piece at Fedha. He says, trust isn't built through advertising. It's built one customer at a time.

Goutham Challani — Director, Fedha by Challani

Mr Goutham Challani saw the gap in silver jewellery retail long before it became obvious to anyone else. Carrying his father's legacy forward, he recognised that silver in India was genuinely underserved. That observation of him turned into Fedha.

Under his direction, Fedha grew from one showroom in Selaiyur to seven stores across three cities in under two years. His focus was very consistent. He wanted customers to feel genuinely welcome, whether they're buying a ₹500 pair of earrings or a full bridal set. That culture is Fedha. And it's what he's now bringing online.

Shruthi Challani — Director, Fedha by Challani

Shruthi has always understood silver jewellery as a feeling. She enjoys its lightness, which works well with a cotton saree on a Tuesday morning as well as with a lehenga at a wedding ceremony. Those instinct shapes everything she brings to Fedha.

Coming from the Challani family's deep roots in jewellery, she brings a woman's perspective to every collection, knowing what women actually want to wear. Beautiful but not heavy. Traditional but not dated. Special enough for occasions. Her view of 92.5 silver jewellery is that it must deserve the same respect, care, and craftsmanship that gold has always received. She says, a hallmarked 92.5 silver necklace is a deliberate, stylish, personal choice.

Our Journey

2024 — The Beginning Fedha's first showroom opened in Selaiyur, Chennai, 1,400 sq ft dedicated entirely to 92.5 hallmarked sterling silver. A second store followed in Pondicherry, the brand's first move beyond Chennai.

2025 — Growing Across South India Fedha expanded to Madurai, then launched a new showroom at OMR–Thoraipakkam, Chennai. By year's end, the brand opened at Nexus Vijaya Mall, Vadapalani, one of Chennai's most prominent retail destinations.

2026 — Going Online, Going Global. A new showroom opened in Perambur, Chennai. And Fedha launched its official e-commerce store, bringing hallmarked 925 sterling silver jewellery to customers across India and beyond. The full range is now online: antique and temple jewellery, oxidised collections, everyday pieces, and heavy bridal sets, all backed by the trust Challani customers have always known. Fedha by Challani is for Pure Silver. Real Trust. Made for You.