The jewelry market in India is quickly changing, so older brands are rethinking their strategies to connect with younger, tech-savvy customers. PNG Jewellers is adapting to this change with Litestyle by PNG, a brand of modern, lightweight jewelry, and has selected Sara Tendulkar as its brand ambassador to grow to the next stage. This is a big step to strengthen Litestyle’s position as a current, online and offline brand designed for the next generation of Indian jewelry buyers.
Litestyle by PNG is meant to connect PNG Jewellers’ long-term customers with new ones. PNG Jewellers has been a respected name for almost 200 years, and Litestyle shows a change toward direct sales, current store designs, and brand building led by design. With this choice, PNG Jewellers shows that Litestyle is a serious, long-term business that fits with the direct-to-consumer market trends in 2025.
Dr. Saurabh Gadgil, Chairman and Managing Director of PNG Jewellers, shared that Litestyle focuses on daily wear rather than just special events. Litestyle uses a strong online and offline approach, combining stores, online platforms, and interesting content. This reflects broader direct-to-consumer updates in India, where high-end lifestyle brands are mixing offline experiences with online discovery to keep growing.
Sara Tendulkar has a big social media following and brings a creator-led perspective to Litestyle’s growth. She is known for simple style, realness, and a fresh, current personal style. Her online presence and connection with younger people match Litestyle’s design ideas of lightweight, simple, and everyday fine jewelry. This makes Litestyle a more appealing jewelry choice for buyers who value design, comfort, and personal style.
Sara Tendulkar said that Litestyle represents ease, personal style, and jewelry for everyday wear, which makes the partnership feel natural. From a brand-building view, this realness is important because customers are drawn to celebrity-supported direct-to-consumer brands that seem genuine and value-driven.
Litestyle by PNG is already seeing early success. After good responses from pilot stores in Pune and Goa, the brand is planning a more structured expansion. Litestyle aims to grow to about 50 stores by 2028 through company-owned and franchise locations, supported by a strong website and app. The first phase will concentrate on Maharashtra before moving to other important Indian markets, which mirrors the growth plans seen across leading direct-to-consumer brands in India.
As brand ambassador, Sara Tendulkar will be in brand and collection ads, online efforts, media events, and important store openings. She will also be a style inspiration for specific collections. The partnership starts in December 2025, and Sara-led collections are expected from March 2026, adding excitement to Litestyle’s product launch plan.
PNG Jewellers’ focus on Litestyle shows how older brands are changing to meet the new behaviors of Indian customers. By combining its years of trust with current direct-to-consumer strategies in digital, retail, and influencer marketing, PNG Jewellers is making Litestyle a scalable brand ready for the future. As the Indian jewelry market keeps changing, Litestyle by PNG is a great example of how heritage brands can grow by using direct-to-consumer approaches without losing their original values.
