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In the literature on the early-modern Asian commercial world, the lack of historical longevity of mercantile wealth has been accepted as a major attribute. This paper establishes that some merchant families of Surat did experience longevity and family fortunes were kept up for five or six generations. It analyzes the institutional dimensions of trade and examines the ways in which these merchants articulated commercial strategies to ensure a long span of their family businesses. The paper demonstrates that fortunes were built and sustained primarily through trade and that the association with the European Companies was an important but additional means of achieving commercial affluence. [ABSTRACT FROM AUTHOR]