PNG Jewellers has announced the appointment of Sara Tendulkar as brand ambassador for Litestyle by PNG, its contemporary lightweight fine jewellery brand. The move forms part of the company’s broader strategy to build relevance among younger consumers while expanding Litestyle as a distinct business vertical.
Litestyle by PNG has been positioned as a link between PNG Jewellers’ legacy customer base and emerging jewellery buyers. While PNG Jewellers has operated as a trusted family brand for nearly two centuries, Litestyle has been developed with a focus on contemporary design, everyday wearability, and an omnichannel retail experience aligned with changing consumer preferences.
Explaining the intent behind the brand, 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 association aligns with Litestyle’s focus on minimal, functional jewellery designed for everyday use. Known for a restrained personal style and strong digital following of over 8.9 million on Instagram, her public persona reflects values of simplicity, comfort and modern expression that the brand seeks to communicate.
Commenting on the partnership, 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.”
Hemant Chaavan, Head Marketing and E-commerce, Litestyle by PNG, added, “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.”
Under the two-year association beginning December 2025, Sara Tendulkar will feature across brand and collection campaigns, participate in digital initiatives and media interactions, attend select store launches, and act as a style reference for curated collections. Product lines associated with the partnership are scheduled for launch from March 2026.
Operating as a separate vertical within PNG Jewellers, Litestyle caters to women purchasing jewellery beyond traditional occasions, including self-buying, gifting and daily wear. Following pilot stores in Pune and Goa, the brand is now planning structured expansion, with a target of approximately 50 stores by FY 2028 across company-owned and franchise formats, supported by its online store and mobile app. The initial expansion phase will focus on Maharashtra before extending to other regions in India.
