As Shravan begins, P. N. Gadgil & Sons (PNGS), the 194-year-old jewellery house, has opened the 22nd edition of its Mangalsutra Mahotsav on the 15th of August, with actor Vaidehi Parshurami leading this year’s campaign for the second consecutive edition.

The Mahotsav is PNGS’s trademark annual festival and one of the longest-running consumer properties in Indian retail jewellery. For 22 years it has arrived with Shravan and stayed with it a month in the Maharashtrian calendar when the Mangalsutra is bought, gifted, upgraded and, increasingly, chosen by the woman who will wear it rather than for her.

The Face of the Campaign

Parshurami has been part of the PNGS story since 2024, when she fronted the brand’s Monsoon Collection campaign, and returned last year for the 21st Mangalsutra Mahotsav. She comes back for the 22nd, an interesting continuity in a category where campaign faces change every season.

The fit is a straightforward one. Parshurami is among the leading names in Marathi cinema today, with a Filmfare Award for Best Actress (Marathi) and a Zee Chitra Gaurav Puraskar for her performance in 1234 — Ek Don Teen Chaar (2024). Her body of work runs from FU: Friendship Unlimited (2017) and Ani… Dr. Kashinath Ghanekar (2018) through Zombivli (2022), Jaggu Ani Juliet (2023) and the musical Sangeet Manapmaan (2025), alongside Hindi work in Wazir and Simmba, and the streaming series Indian Police Force.

Off-screen, she reads as the customer the collection has been designed for. Mumbai-born and Marathi-speaking, she holds a degree in English literature from Ramnarain Ruia College and a law degree from New Law College, Mumbai, and is a trained Kathak dancer who has shared a stage with Pandit Birju Maharaj. She built a career on her own terms, which is precisely the customer walking into a PNGS store this Shravan and picking out a Mangalsutra for herself.

The Collection

In gold, the collection carries the regional range the Mahotsav is known for: Maharashtrian vati and thushi-inspired forms, temple motifs, Gujarati, North Indian and South Indian silhouettes alongside a substantially expanded lightweight, daily-wear line built for women who never take the Mangalsutra off. Designs begin at entry weights suited to first purchases, gifting and daily rotation.

In diamond, the festival brings certified natural diamond mangalsutras and pendants, including pieces from the group’s diamond line, for customers approaching the Mangalsutra as an everyday luxury piece rather than an occasion-only one.

There is also a 9kt lightweight gold and diamond Mangalsutra, widening the range further for the buyer. The collection is available across all PNGS showrooms and online at onlinepng.com.

Festival Offers

Through the Mahotsav, customers can avail:

• Up to 50% off on making charges on gold mangalsutras
• Up to 100% off on making charges on a diamond pendant with every Mangalsutra purchase

Speaking on the launch, Aditya Modak, COO & CFO, P. N. Gadgil & Sons, said:

“The Mangalsutra Mahotsav has run for 22 years because it was never really a discount period. It is about a piece of jewellery that carries meaning in a way very little else does. What has changed is who is buying it. A large share of our customers today are working women choosing their own Mangalsutra, and they want something they can wear to the office on a Monday and to a wedding on a Saturday. Vaidehi is that customer: a Marathi woman who has built a career on her own terms, and someone our customers recognise as one of their own.

She has been with us across three campaigns now, and that continuity means something for a property that is 22 years old. This year’s collection moves across weights, gold and diamond, and regional design languages, because Shravan brings every kind of family into our stores and each one should find something that feels like theirs.”

The Mangalsutra category has shifted meaningfully over the last five years. Lighter weights, detachable pendants, chain-only wear and diamond-set designs have moved from niche to mainstream, driven by younger, working, urban consumers who wear the piece daily. PNGS’s design pipeline for the Mahotsav has been built around this, with the lightweight and diamond ranges growing fastest year on year.