GlamBuzz
PNG Jewellers Sharpens Its Next Phase of Growth with Litestyle by PNG, Appoints Sara Tendulkar as Brand Ambassador
The contemporary jewellery brand strengthens its youth connect as Sara Tendulkar becomes the face of Litestyle
Litestyle by PNG, the contemporary lightweight fine jewellery brand from PNG Jewellers, has announced Sara Tendulkar as its brand ambassador, marking a key step in strengthening the brand’s connection with India’s future jewellery consumers.
The association reinforces Litestyle’s role as a strategic bridge between PNG Jewellers’ legacy customers and its future customers. While PNG has been a trusted name across generations for nearly two centuries, Litestyle has been consciously created to remain relevant to the next generation through a modern retail format, contemporary design language, and an omni-channel experience.
Speaking on the larger vision behind Litestyle, Dr. Saurabh Gadgil, Chairman and Managing Director, PNG Jewellers, said, “Litestyle by PNG is a conscious and long-term effort to bridge our existing customers with future customers. While PNG has earned trust across generations, it is equally important for us to stay relevant to the way younger consumers think, shop and express themselves today. Litestyle has been created as a modern retail format with a strong omnichannel presence, designed around everyday moments rather than only traditional occasions.
This is not a short-term style initiative, but a serious business vertical under the PNG umbrella, with dedicated focus on merchandising, planning, marketing and digital platforms. The encouraging response to our pilot stores has given us confidence to scale the brand in a structured manner across key markets.”
Sara Tendulkar’s natural elegance, modern outlook, and strong digital connect make her a strong fit for the brand’s philosophy. With over 8.9 million followers on Instagram, she is widely recognised for her understated style, authenticity and balanced presence. Her preference for clean silhouettes, minimal embellishment and comfort led fashion aligns seamlessly with Litestyle’s design ethos.
Commenting on the association, Sara Tendulkar said, “Litestyle reflects a sense of ease and individuality that feels very natural to me. The jewellery is light, thoughtful and designed for everyday life, which makes this partnership genuinely exciting.”
Adding to this, Hemant Chaavan, Head Marketing and E-commerce, Litestyle by PNG, said, “Sara represents the mindset of the young woman Litestyle is created for, confident, modern and expressive in her own way. Her ability to connect organically with younger audiences strengthens Litestyle’s ambition to become a preferred jewellery destination for future consumers who value design, ease and authenticity.”
As brand ambassador, Sara will feature in brand and collection campaigns, participate in digital initiatives, media interactions and attend key store launches. She will also serve as a style muse for select collections. The two-year partnership begins in December 2025, with collections featuring Sara planned for launch from March 2026 onwards.
Litestyle by PNG operates as a distinct business vertical under the PNG umbrella, catering to women who buy jewellery beyond traditional or festive occasions whether for self-purchase, gifting or everyday moments. The brand follows a strong omnichannel approach that integrates physical stores, digital platforms and content-led engagement.
Following encouraging response from pilot stores in Pune and Goa, Litestyle is now set for structured expansion. The brand plans to scale to around 50 stores by FY 2028, comprising a mix of company-owned and franchise-owned formats, supported by a robust online store and app. The initial phase of expansion will focus on Maharashtra, followed by expansion into other parts of India.
GlamBuzz
Vaidehi Parshurami Returns As The Face of P. N. Gadgil & Sons’ 22nd Mangalsutra Mahotsav
Maharashtra’s Longest-Running Jewellery Property Opens For Shravan With A Gold and Diamond Collection Built For The Woman Who Wears Her Mangalsutra Every Day.
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.
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