A jewel in the making as Sara Tendulkar joins Litestyle by PNG

MUMBAI: All that glitters is getting a lighter, younger glow. Litestyle by PNG, the contemporary fine jewellery arm of PNG Jewellers, has named Sara Tendulkar as its brand ambassador, signalling a clear push to court India’s next generation of jewellery buyers. Positioned as a bridge between legacy and modernity, Litestyle has been built to speak to consumers who see jewellery as part of everyday self-expression, not just festive or family occasions. While PNG Jewellers has been a trusted household name for nearly 200 years, Litestyle operates as a distinct business vertical with its own design language, retail format and omnichannel strategy.

Sara Tendulkar’s understated style and digital-first connect make her a natural fit for the brand’s philosophy. With over 8.9 million Instagram followers, she represents a cohort that values minimalism, comfort and authenticity over excess. Her clean silhouettes and preference for wearable elegance mirror Litestyle’s focus on lightweight, contemporary jewellery designed for daily wear.

“This is not a short-term style play,” said PNG Jewellers chairman and managing director Saurabh Gadgil underscoring that Litestyle is being scaled as a serious growth engine under the PNG umbrella. The brand, he noted, is designed around everyday moments and modern shopping behaviours, supported by dedicated merchandising, marketing and digital platforms.

For Tendulkar, the association is rooted in relatability. She described Litestyle as jewellery that feels “light, thoughtful and designed for everyday life”, aligning with how younger consumers increasingly approach personal style.

The two-year partnership, which begins in December 2025, will see Tendulkar front brand and collection campaigns, feature in digital initiatives, attend store launches and act as a style muse for select collections. Jewellery lines featuring her are slated to roll out from March 2026.

Litestyle currently operates pilot stores in Pune and Goa and 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, backed by a robust online store and app. Maharashtra will anchor the first phase of growth, before a wider national rollout.

In a market where jewellery is being redefined beyond heirlooms and heavy occasions, Litestyle’s bet is clear, keep it light, keep it modern, and keep it relevant to the consumers of tomorrow.