PNG Jewellers has appointed Sara Tendulkar as the brand ambassador for PNG Jewellers’ contemporary jewellery brand, Litestyle by PNG, as it sharpens its focus on younger, style-conscious consumers. The move is part of the company’s strategy to build Litestyle as a distinct business vertical centred on lightweight, everyday fine jewellery and a modern retail experience.
Introduced as a separate format from PNG Jewellers’ traditional stores, Litestyle by PNG is designed to reflect changing consumer preferences around self-purchase, daily wear and omnichannel shopping. While the parent brand continues to serve legacy and occasion-led jewellery needs, Litestyle aims to connect with a new generation through contemporary designs, accessible price points and a digital-first mindset.
Explaining the thinking behind the brand, Dr. Saurabh Gadgil, chairman and managing director, PNG Jewellers, said Litestyle is a long-term effort to stay relevant with future customers. He noted that the brand has been built as a serious retail vertical with dedicated focus on merchandising, marketing and digital platforms, and that positive early response to pilot stores has reinforced confidence in scaling the concept across key markets.
As brand ambassador, Sara Tendulkar will feature across Litestyle’s campaigns, digital initiatives, store launches and media engagements, while also acting as a style muse for select collections. “Litestyle reflects a sense of ease and individuality that feels very natural to me. The jewellery is light, thoughtful and made for everyday life, which makes this partnership exciting,” she said.
The two-year association begins in December 2025, with collections featuring Sara Tendulkar slated to launch from March 2026. Currently operating pilot stores in Pune and Goa, Litestyle by PNG plans a phased expansion to around 50 stores by FY 2028, combining company-owned and franchise-led outlets alongside a growing digital and mobile presence, with Maharashtra as the first priority market.