Litestyle by PNG, the contemporary lightweight fine jewellery brand from PNG Jewellers, has appointed Sara Tendulkar as its brand ambassador, marking a strategic step in strengthening the brand’s connect with India’s next generation of jewellery consumers.
Positioned as a bridge between PNG Jewellers’ legacy customers and its future audience, Litestyle has been designed as a modern retail format with contemporary aesthetics and an omnichannel experience. While PNG Jewellers has enjoyed the trust of consumers for nearly two centuries, Litestyle aims to remain relevant to young, style-conscious buyers who view jewellery as an extension of everyday self-expression rather than an occasional purchase.
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.”
With over 8.9 million Instagram followers, Sara Tendulkar’s modern sensibility, digital influence and understated style align closely with Litestyle’s minimalist design philosophy. Her preference for clean silhouettes and comfort-driven fashion reflects the brand’s focus on lightweight jewellery designed for daily wear.
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 further perspective, 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 Tendulkar will headline brand and collection campaigns, participate in digital initiatives and media interactions, and attend key store launches. She will also serve as a style muse for select collections. The two-year association begins in December 2025, with collections inspired by her style slated for launch from March 2026 onwards.
Following an encouraging response to its pilot stores in Pune and Goa, Litestyle is now gearing up for structured expansion. The brand plans to scale to around 50 stores by FY 2028, through a mix of company-owned and franchise formats, supported by a robust online platform and mobile app. The initial growth phase will focus on Maharashtra before expanding to other markets across India.
Litestyle by PNG is a contemporary sub-brand of PNG Jewellers, created for the modern Indian woman seeking jewellery that complements everyday life. Crafted in 14K, 18K and 22K gold, the brand offers lightweight, minimalist pieces designed for versatility—from boardroom to brunch. With emphasis on digital integration, design authenticity and self-expression, Litestyle redefines everyday fine jewellery while being backed by PNG Jewellers’ legacy of purity and trust.
PNG Jewellers is among India’s most reputed jewellery brands, with over 193 years of heritage in craftsmanship and customer trust. Under the leadership of Dr. Saurabh Gadgil, the brand continues to evolve as a globally relevant jewellery house while staying rooted in its values of purity, trust and innovation.
