About Us

The Ashoka Legacy: A Journey Through Time (1962–Present)

 1. The Genesis: 1962 and the Spirit of Jandiala Guru , About us .

Every great story has a humble beginning. For Ashoka Watch Company, that moment arrived in 1962. In the bustling small town of Jandiala Guru, Amritsar, Late Sh. Ramesh Chandra Dhingra laid the first stone of what would become a multi-generational empire.

Armed with nothing but skilled hands, a visionary mind, and a deep passion for the intricate mechanics of horology, he opened a modest watch repair counter. In an era where a watch was a lifetime investment, he became the guardian of time for his community. His work was defined by honesty, precision, and an unwavering personal touch. As the years turned into decades, Ashoka Watch Company became more than a shop; it became a landmark of trust.

2. The Great Transition: 2021 and the Call of Responsibility

The true test of a legacy is how it weathers the storm. On May 3, 2021, our family and the community faced a profound loss with the passing of our founder. However, his departure did not mark the end—it marked a transformation.

Stepping into his father's shoes, Mr. Puneet Dhingra took ownership with a single goal: to ensure that the flame lit in 1962 would never flicker out. Alongside him, the third generation—Arpit Dhingra—joined the mission, bringing a fresh, digital-first perspective to a traditional foundation. Together, they made a defining decision: to stop just selling watches and start building a brand that reflected their heritage. Thus, the brand "AS" (Ashoka Signature) was born.

3. Meet the Architects of the Modern Era

Today, Ashoka Watch Company is led by a triumvirate of leaders, each bringing a unique strength to the table:

  • Arpit Dhingra | Co-Founder & CEO: A visionary leader who believes that "At Ashoka, we aren’t just preserving a legacy—we’re evolving it." Arpit has spearheaded the digital revolution of the company, launching the e-commerce platform and expanding the brand’s footprint to every corner of India through social media and modern marketing.

  • Puneet Dhingra | Co-Founder & CFO: The bridge between tradition and growth. He ensures that as the company scales to new heights, it never loses the "family-first" treatment and honesty that his father built over 60 years ago.

  • Sonia Dhingra | Co-Founder & COO: The silent force behind the scenes. As Chief Operating Officer, Sonia has transformed the vision into a functional reality. From managing inventory and production timelines to overseeing the precision of packaging and vendor coordination, she maintains the punctuality and professionalism that defines the brand.

4. The "AS" Philosophy: Quality Without Compromise

Competing against global giants, we chose a different path. We focused on the Indian Connoisseur. Our brand "AS" is built on three pillars:

  • Engineering Excellence: We use high-grade stainless steel cases and durable quartz movements. Every watch is designed to withstand Indian conditions—from humidity to heat—ensuring that your timepiece looks as good on its 500th day as it did on day one.

  • The 150+ Design Portfolio: We currently boast a collection of over 150 unique designs, catering to every personality—from the corporate professional to the modern trendsetter.

  • Manufacturing Prowess: Our journey is one of rapid growth. While we currently produce 200 watches per month, we are aggressively scaling our infrastructure to reach 500+ watches per month in the near future.

5. Milestones of Excellence

Our journey from 2024 to 2026 has been marked by prestigious recognition across the region:

  • The Golden Group of Institutes: Awarded First Prize for our unique and innovative business model, outperforming numerous top-tier colleges.

  • I.K. Gujral Punjab Technical University (PTU): Received the Award of Honor from the Vice Chancellor and proudly sponsored the university’s Cricket Team.

  • PITEX & Khalsa College: Successful participation in high-profile industry events, networking with leaders like Mr. Charan Kamal and educational directors to further our mission.

6. A Vision of Timeless Elegance: Ashoka Eyewear

In July 2025, we expanded our horizon. Recognizing that "vision" is both literal and philosophical, we launched Ashoka Eyewear at the Hotel Pullman, New Delhi Aerocity.

This was a deeply emotional milestone, launched in memory of the late father of our Co-Founder, Arpit Dhingra. Ashoka Eyewear brings the same precision of watchmaking to the world of optics. Crafted for the modern connoisseur, our frames blend artistic design with cutting-edge lens technology, offering a "New Perspective" to our customers.

7. The Ashoka Promise: 16 Reasons to Trust Us

Why do thousands of customers choose us? It’s simple:

  1. Indian Roots: Born in India, built for the world.

  2. Honest Pricing: No "corporate markups," just fair prices for premium quality.

  3. 2-Year Movement Warranty: We stand by what we build.

  4. Doorstep Support: Repair pickup and drop services for your convenience.

  5. Secure Logistics: Fast shipping and tamper-proof packaging.

  6. Human Connection: No cold bots—real people providing real support.

  7. Community Focus: From senior citizen "Sewa" offers to university partnerships.

  8. Exclusive Collections: Limited edition series that ensure you stand out.

8. Our Mission, Vision & Values

  • Mission: To make timeless elegance accessible to every Indian, ensuring quality is never a luxury.

  • Vision: To become India’s most trusted homegrown watch and eyewear brand, where every "tick" tells a story of heritage and every "glance" reflects luxury.

  • Core Values: Integrity, Excellence, Innovation, and a Customer-First Mindset.

9. Join Our Journey

We are no longer just a shop in Amritsar; we are a movement. We are a family-owned business that treats you like family. Whether you are buying your first "AS" watch or stepping into a new era with Ashoka Eyewear, you are part of a 60-year-old dream that is just getting started.

10. Beyond Business: Our Commitment to Community & "Sewa"

At Ashoka Watch Company, we believe that the measure of a legacy isn't just in the watches we sell, but in the lives we touch. Guided by the principles of our founder, Late Sh. Ramesh Chandra Dhingra, we have launched several initiatives to give back to the society that has supported us since 1962.

The "Special Sewa Offer": Honoring Our Elders

Launched in January 2026, our Special Sewa Offer is a tribute to the senior citizens who represent the wisdom and history of our community. Under this initiative, we provide free eye care services and specialized support to senior citizens (aged 70+).

We believe that those who have spent a lifetime looking after the next generation deserve to see the world with clarity and comfort. This is not a marketing campaign—it is our Sewa (selfless service), ensuring that the elders of Jandiala Guru and Amritsar receive the premium care they deserve at no cost.

The AGC Vision Hub: Empowering the Next Generation

We recognize that the future of India lies in its students. To support the academic journey of young minds, we established a strategic "Vision Partnership" with the Amritsar Group of Colleges (AGC).

As a student-led brand, we understand the digital strain on modern students. Through the AGC Vision Hub, we provide:

  • Complimentary Eye Checkups: Professional screenings for all AGC students and staff to promote ocular health.

  • Exclusive Educational Discounts: A flat 25% discount on all powered glasses and eyewear to ensure that financial constraints never hinder a student's ability to see their goals clearly.

  • Entrepreneurial Mentorship: By bridging the gap between industry and academia, we use this partnership to inspire young students at AGC to pursue their own entrepreneurial dreams, just as our third generation has.

The "Vision for All" Mission

Our expansion into Ashoka Eyewear was fueled by a realization: quality eye care should not be a luxury. Whether it is through our "AS" watch movement warranty or our doorstep optical services, our mission remains the same—to provide professional-grade service with a "human-first" approach.

We are proud to be a brand that stands for more than just aesthetics. We stand for Integrity, Excellence, and Empathy.

11. Our Global Vision, Local Heart

While we are rapidly scaling toward a manufacturing capacity of 500+ watches per month and expanding our presence at prestigious venues like Hotel Pullman, New Delhi, our heart remains in Amritsar.

Every milestone we achieve—from winning the Golden Group of Institutes Competition to receiving the Award of Honor from the Vice Chancellor of PTU—is a win for our local community. We are proof that a small-town dream, when fueled by honesty and three generations of hard work, can set a national standard.

12. Final Note: You Are Part of the Legacy

When you choose Ashoka, you are supporting a family-owned business that prioritizes people over profits. You are supporting a brand that cares for its elders, empowers its youth, and manufactures with pride in India.

Join us as we continue to write history—one tick, and one vision, at a time.

Welcome to Ashoka. Welcome to the Family.