PNG Jewellers, a jewellery house with a legacy dating back to 1832, announced earlier this year Bollywood icon Ranbir Kapoor as its new brand ambassador. With his blend of heritage, credibility and contemporary appeal, Kapoor marks a new chapter in PNG Jewellers’ journey as the brand strengthens its national presence.
Founded in Maharashtra and now expanding confidently across India and beyond, PNG Jewellers is steered by Dr. Saurabh Gadgil with a clear, forward-looking vision. The association with Ranbir Kapoor reflects the brand’s evolution while remaining deeply rooted in its values of trust, craftsmanship and legacy.
As the youngest generation of the legendary Kapoor family of Bollywood, Ranbir’s legacy in movies and his correspondingly massive fan base of Hindi movie lovers make this association a watershed moment for the jewellery brand’s next phase of growth across age demographics in India.
This association had commenced in January 2026, with Ranbir Kapoor joining PNG Jewellers as an ambassador alongside the existing brand face. His role will focus on strengthening the brand’s visibility nationally, reinforcing trust, and amplifying PNG Jewellers’ legacy through endorsements, advocacy and brand-led initiatives.
While there is no specific collection launch tied to this collaboration, the partnership itself signals a significant milestone in the brand’s long-term growth strategy in national retail expansion.
Medianews4u.com caught up with Hemant Chavaan head marketing, e-commerce and CSR PNG Jewellers
Q. PNG Jewellers did an IPO on 17th September. How has it helped grow the company? Has there been a greater focus on accountability and transparency as a result?
Accountability and transparency have always been core to PNG Jewellers’ work ethic. Post the IPO, the scale of accountability has certainly increased. Being a listed company brings sharper governance, stronger reporting frameworks, and heightened stakeholder responsibility.
The IPO has also accelerated our national expansion journey, strengthening both physical retail and e commerce reach. With wider visibility, there is a renewed focus on consistency, performance measurement, and delivering uniform customer experiences across markets.
Q. The IPO helped it reach the 50 store milestone. For 2026, what goals have been set and what is the game plan to get there?
We currently operate 67 stores (including PNG Jewellers as well as sub-brands). By March 2026, we are targeting close to 80 stores across PNG Jewellers and Litestyle combined. Our expansion strategy focuses strongly on Central India, reaching deeper into emerging consumption centres.
Franchising will play a key role alongside company owned stores. While scale is important, our priority remains standardised operations, service quality, and ensuring every store reflects PNG Jewellers’ core values.
Q. What does Ranbir Kapoor bring to the table as PNG Jewellers’ ambassador?
Ranbir Kapoor represents a natural alignment of values rather than a conventional endorsement. This is a partnership between two legacies, one in cinema and one in jewellery. His association goes beyond visibility to storytelling around legacy, consistency, and credibility.
The first campaign draws parallels between Ranbir’s cinematic lineage and PNG Jewellers’ 193 year heritage. Going forward, his presence will strengthen national recall and reinforce the brand’s stature across markets.
Q. The aim is to fuel PNG’s visibility across markets, amplifying legacy via endorsements, advocacy, and brand led initiatives. What would this entail?
Visibility today is driven by trust, consistency, and relevance. While legacy is a strong foundation, sustained visibility comes from delivering on promises across products, services, and communication.
Our approach focuses on reinforcing trust through transparent practices, meaningful storytelling, and customer centric initiatives that resonate equally in established and emerging markets.
Q. PNG Jewellers is strengthening its national presence in 2026. Which are the key markets being targeted like Central India?
We began with Maharashtra and Goa, followed by Madhya Pradesh, Uttar Pradesh, and Bihar. As of now, we operate 68 stores. In Uttar Pradesh, two additional stores in Gorakhpur and Varanasi are planned for March.
Three more states are on the expansion roadmap, strengthening our footprint across North and Central India.
Q. What marketing campaigns and innovations can we expect in the coming months?
Our campaigns consistently balance two pillars. One focuses on product led communication highlighting collections and design strengths.
The other reinforces brand values, trust, and legacy. This parallel approach ensures relevance across generations while strengthening long term brand equity.
Q. What is the media mix going to be in 2026? Any change compared with last year?
We maintain a strong presence across media platforms. In 2026, the focus will be on strengthening national visibility through television and OTT, supported by digital and regional media.
With Ranbir Kapoor on board, our reach and frequency across premium media channels will increase.
Q. Is the goal of marketing in 2026 going to revolve around building brand credibility and goodwill? PNG Jewellers is a century old legacy brand. Is the company doing a lot of work to appeal better to Gen Z?
PNG Jewellers will soon be two centuries old. Brand’s credibility has consistently strengthened through design innovation and rapid multi state expansion. Goodwill has always come from product integrity and customer trust, and its always been one of our core values.
LiteStyle by PNG was launched to address a clear market gap for younger consumers, offering designs starting from two grams. Introducing 18 and 14 karat options has helped us connect with Gen Z while remaining relevant across age groups.
Q. Will most sales happen in retail stores because consumers want to try on jewellery first? Will most sales happen during the festive season or will casual shopping be as important?
The touch and feel experience remains central to jewellery buying, especially during festive and auspicious periods. Rituals and celebrations drive strong store footfalls.
Casual shopping is influenced by metal price movements and is currently more prominent in silver and lightweight jewellery categories, where accessibility and pricing encourage frequent purchases.
Q. How much R and D goes into creating the right ambience in physical stores and in an immersive experience online? Is it key that they complement each other for success in 2026?
Consumer research plays a significant role in shaping both store environments and digital platforms. Buying behaviour varies across channels, influenced by design, weight, and price sensitivity.
Our focus is on ensuring seamless availability and discovery across online and offline touchpoints, allowing customers to engage, compare, and purchase based on their preferred journey.
Q. Compliance with the Digital Data Protection Act in November. How is PNG Jewellers approaching this area?
We are proactively aligning with the Digital Data Protection Act by strengthening consent driven data practices.
Customer privacy is taken seriously, and systems are being reinforced to ensure data security, transparency, and responsible usage across all platforms.
Q. How will PNG Jewellers approach B2B marketing to strengthen relationships with manufacturers and distributors?
Our B2B engagement is steadily growing through digital marketplaces and direct corporate sales initiatives. Dedicated teams work closely with partners to understand requirements and deliver efficiently.
Both online and offline B2B channels are expanding gradually, contributing to stronger long term partnerships and consistent business growth.
