Pune: PNG Jewellers has announced Sara Tendulkar as the brand ambassador for Litestyle by PNG, its contemporary lightweight fine jewellery brand, marking a strategic move to deepen its connect with India’s next generation of jewellery consumers.
The association strengthens Litestyle’s positioning as a bridge between PNG Jewellers’ legacy and its future-facing ambitions. While PNG Jewellers has been a trusted name for nearly two centuries, Litestyle has been developed as a modern retail and design-led vertical, catering to younger consumers through contemporary aesthetics, everyday jewellery choices, and a strong omnichannel presence.
Speaking on the vision 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 understated elegance, contemporary outlook, and strong digital influence align closely with Litestyle’s design philosophy. With over 8.9 million Instagram followers, she is recognised for her authenticity, minimalistic style, and balanced public presence—qualities that resonate with the brand’s focus on light, wearable jewellery for everyday life.
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, 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 part of the two-year partnership beginning December 2025, Sara Tendulkar will feature in brand and collection campaigns, participate in digital initiatives and media interactions, attend key store launches, and act as a style muse for select collections. Collections featuring Sara are slated for launch from March 2026 onwards.
Operating as a distinct business vertical under the PNG umbrella, Litestyle by PNG caters to women who purchase jewellery beyond traditional or festive occasions—whether for self-expression, gifting, or everyday moments. Following encouraging responses from pilot stores in Pune and Goa, 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 store and app. The initial phase of expansion will focus on Maharashtra, before extending to other parts of India.
