Mahinder Agrawal and Ravinder Agrawal represent the fourth generation in the Gupta clan. Their great-grandfather was the jewellery evaluator for the Nizam's territory. Around 1905, their grandfather started a small shop in Charminar area -- the Old City of Hyderabad -- which was actually the foundation of the family business as it is today.

In 1982, with a loan of roughly Rs 1 lakh, the brothers opened a shop called Jagdamba on Secunderabad's posh MG Road; today the business is worth more than Rs 5 crore.

Talking to Ravinder Agrawal can best be described as an illuminating experience. The man has shades of humility. He says: ``The seed was planted by my grandfather. Now we are just getting the fruit.'' Or when he naively admits that he's undergoing a personality course. ``I felt the need toimprove on my vocabulary, time management, public speaking, and self-confidence.''

Was he genuinely interested in pearls, or is this a case of a natural follow-up to the family business? ``Oh no, although I was a good sportsman and even state champion for table tennis and carrom during the '70s, the interest was always there, created initially through incentives given in early childhood, when any of us who would go to the shop were given some money. Later on, it got so that every Sunday we were required to go to the shop, clean the pearls and rearrange everything for which we were given Rs 50.''

How did he think of setting up this new shop? ``My brother and I had the confidence that we were ready for it. Although we have always been financially comfortable, today definitely we have reached somewhere,'' he smiles. ``I guess my father and uncle just didn't want to take risks.''So, how much family support was there? ``Lots, especially from my mother, who is the backbone of the family, and later, my wife.Mahinder and I travelled extensively in the beginning, spending up to a week in the major cities, holding exhibitions, creating awareness.''

Has he done any specialised course on the subject? ``No, I have read a lot of books, plus I have the experience right from childhood. Why only pearls, by now I can look at any stone and gauge the purity and cost which will always be 98 per cent correct.''

Why the name `Jagdamba'? ``Jagdamba is our family goddess. Moreover, during the Puja and Navrathras, my mother is believed to have the powers of the goddess in her -- whatever she says will come to pass.''

Today, Jagdamba Pearls are leaders as well as pioneers in Hyderabad. ``Mahinder revolutionised the whole industry by introducing the counter system. Before that, pearls were always appraised spread on a velvet cloth laid on the ground, while the customer sat on gaddis.''

They have an export house called Spectrum Pearls and Exports Pvt Ltd through which pearls are sent to Germany, London, Australia, SriLanka, Africa and the US. Further, until recently they had a shop at Hyderabad airport, mail order systems with embassies and major banks and clubs, and franchisees in Aurangabad, Bhopal, Mumbai, Delhi, Faridabad, Lucknow, Chennai, Mangalore, Meerut, Nagpur and Ambala.

Where does he get his pearls from? ``From China and Japan. And I know your next question -- how expensive are pearls really, right? Depending on the quality of the pearl, you can buy earrings from me that start at Rs 40. Yes, they are all pure, natural fresh water pearls. See this.'' He carefully opens a square of thin white paper on which nestle three luminous black pearls, each the size of a man's thumbnail, so large as to appear artificial. ``This is the South Sea pearl -- each is valued at between Rs 20,000 and Rs 25,000,'' he says.

What does he attribute his success to? ``Goodwill and honesty,'' he says promptly. And what is his maxim for business? ``Nothing succeeds like winning the faith of customers. From my father's time, we havefollowed the motto. We can afford to trust people -- if someone cheats me, his God will take care of him and my God will take care of me.''

``However, we give more privileges to defence personnel. We were the first ones in Hyderabad to do so. They are more reliable, plus it is easy to keep track of them through the units. Even today, the defence is our first preference.''

That this not pure hot air is borne out by the various schemes and promotions that Jagdamba routinely launches, meant exclusively for defence personnel. For example, every Sunday through march, there is a 50 per cent off on all items. Some one who brings in a new client stands to gain, too. The old and new customer both get a 10 per cent discount. On-going is an interesting promotion: buy one necklace for Rs and get one free worth the same denomination.

With an aim to creating easy self-employment among women, Ravinder has a Rs 20,000 scheme where only a quarter is paid cash-down and the rest are paid within a month and goods worth Rs20,000 is handed over right away. With a further `no sale money back' guarantee, within a period of 30 days.

Another scheme has a slight variation -- goods not sold can be exchanged within a period of six months but the amount to be paid up front is slightly higher (between Rs 35,000 and Rs 50,000). Further, while Jagdamba has gift vouchers of Rs 100, 500 and 1,000 denominations, it would be only be Rs 85, 425 and 850 for the armed forces.