Legacy jewellery brand P. N. Gadgil & Sons (PNGS) has signed Bollywood actor Sonali Bendre as its brand ambassador, marking a significant move by one of India’s oldest jewellery houses to connect with contemporary audiences without losing sight of its heritage roots.
The campaign went live on 8th May 2026, positioning Bendre as the face of PNGS’s core brand identity — spanning its mangalsutra range, traditional jewellery collections, and its longstanding philosophy of jewellery as heirloom rather than mere adornment.
Founded in 1832 in Sangli, Maharashtra, PNGS has grown from a family workshop into a pan-India retail chain known for hallmarked gold and BIS-certified craftsmanship. At over 192 years old, the brand is now making a deliberate push to speak to younger Indian women who are rooted in tradition but looking forward.
The choice of Bendre appears carefully considered. The actor, who rose to cultural prominence in the 1990s and 2000s, has in recent years become as well known for her personal resilience — particularly her public battle with cancer — as for her on-screen work. For PNGS, that combination of grace, authenticity, and quiet strength made her a natural fit.
Aditya Modak, CFO and COO, P N Gadgil and Sons, said, “At PNGS, every piece of jewellery we create carries the weight of trust — trust built over 192+ years with millions of Indian families. Welcoming Sonali Bendre as our Brand Ambassador is a natural extension of that promise. She embodies the grace, strength, and cultural pride that define the women who wear our jewellery. This partnership is not just a campaign — it is a conversation we are beginning with a new generation of PNGS women, and we could not have found a more authentic voice to lead it.”
Sonali Bendre added, “Jewellery, for Indian women, has never just been about adornment — it is about identity, memory, and love passed down through generations. P N Gadgil and Sons understands this at a cellular level, and that is what drew me to this partnership. Wearing PNGS jewellery is not a role I am playing — it is a reflection of who I am and what I believe in. I am honoured to be the face of a brand that has been woven into the fabric of so many Indian families’ stories over centuries.”
