When Value Found Its Voice: The PRAO Revolution by Ruchi and Sandeep Maheshwari | BeVociferous
- RV Lúcido
- Oct 4
- 3 min read
Updated: Oct 4
How a ₹149 Jewelry Brand Is Challenging the Meaning of Luxury in India
In a world where price often dictates pride, a quiet revolution has begun, not in corporate boardrooms or luxury studios, but in the simplicity of an idea priced at ₹149.
PRAO, created by Ruchi Maheshwari and supported by Sandeep Maheshwari, isn’t just a jewelry brand. It’s a reminder that true value doesn’t need to shout; it only needs to stay honest.
The story of PRAO began with a question most entrepreneurs overlook: Can beauty still be fair?
Ruchi Maheshwari didn’t set out to compete with luxury, she set out to challenge it. Every design, every detail, and every rupee of PRAO’s ₹149 price tag carries the weight of intention. It’s not about underpricing but about upright pricing.
Behind her stands Sandeep Maheshwari, whose name has long been synonymous with clarity, courage, and compassion. PRAO mirrors his philosophy, make things simple, make them accessible, and make them matter.
At ₹149, PRAO isn’t selling jewelry. It’s selling a mindset, that value should be measured by integrity, not marketing.
How a ₹149 Jewelry Brand Is Challenging the Meaning of Luxury in India
For decades, jewelry has been treated as a status symbol, an emblem of exclusivity. PRAO dismantles that illusion. It tells a new story, one where luxury meets equality, and style meets sincerity.
To make something beautiful affordable to everyone isn’t an act of charity; it’s an act of courage. PRAO’s approach doesn’t devalue luxury, it redefines it.
Because real luxury isn’t about gold or diamonds. It’s about fairness. It’s about knowing that the same sparkle can belong to everyone, not just the few.
And that’s where Ruchi and Sandeep Maheshwari have sparked something historic. They’ve shown India that revolutions don’t always start with noise; sometimes, they start with a price tag that refuses to lie.
The first lesson PRAO teaches us is that transparency is the new luxury. In a market obsessed with profit margins, PRAO chose honesty over hype.
The second lesson is that purpose-driven pricing can be revolutionary. When a product reflects empathy, every rupee becomes a symbol of inclusion.
The third lesson: true revolutions are quiet. PRAO doesn’t depend on endorsements or extravagance. Its power lies in sincerity, in the courage to stay small, real, and truthful in a world that rewards the opposite.
Ask yourself, what do I create that truly helps people?
If you’re building something, let it carry meaning. Your idea doesn’t need to be massive; it needs to be honest. PRAO didn’t change the jewelry market by competing with brands; it changed the narrative by questioning them.
Support brands that are born from values, not vanity. Share ideas that bridge gaps instead of widening them. PRAO proves that you don’t need wealth to create change, you just need will.
Because revolutions don’t start with capital. They start with conscience.
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When value finds its voice, revolutions happen quietly. PRAO is not just a brand, it’s a statement that integrity can be affordable, and simplicity can still shine.
Through Ruchi’s vision and Sandeep’s conviction, PRAO is more than jewelry, it’s a symbol of fairness, courage, and consciousness.
The ₹149 revolution isn’t about making money; it’s about making meaning.
Be heard. BeVociferous. — RV Lúcido