P. N. Gadgil & Sons (PNGS) has launched the 22nd edition of its Mangalsutra Mahotsav, with actor Vaidehi Parshurami returning as the campaign face for the second consecutive year. The festival began on 15 August as part of the Shravan period.
The annual retail property features a range of mangalsutras across gold, natural diamonds and 9kt lightweight gold and diamond designs. The collection includes Maharashtrian vati and thushi-inspired designs, temple motifs and silhouettes influenced by Gujarati, North Indian and South Indian jewellery traditions.
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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, across gold and diamond, and across regional design languages, because Shravan brings every kind of family into our stores and each one should find something that feels like theirs.”
PNGS has also expanded its lightweight, daily-wear range, with designs aimed at consumers seeking lower-weight mangalsutras for regular use. The collection includes certified natural diamond mangalsutras and pendants.
Parshurami has been associated with PNGS since 2024 and also featured in last year’s Mangalsutra Mahotsav campaign. The collection is available across PNGS showrooms and online. The campaign and product range target younger urban consumers, with the brand focusing on lightweight designs, detachable pendants and diamond-set mangalsutras.
