PNG Jewellers has announced Sara Tendulkar as the brand ambassador for Litestyle by PNG, its contemporary lightweight fine jewellery brand aimed at younger, modern consumers. The association marks a strategic move to scale Litestyle as a standalone business vertical, distinct from PNG Jewellers’ legacy-focused retail operations.

Launched as a modern-format jewellery brand, Litestyle by PNG is designed around everyday wear, contemporary aesthetics, and an omnichannel shopping experience. While PNG Jewellers continues to serve traditional and occasion-led jewellery needs, Litestyle focuses on self-purchase, versatility, and jewellery that fits seamlessly into daily life.

Sharing the vision behind the brand, Dr. Saurabh Gadgil, Chairman and Managing Director of PNG Jewellers, said Litestyle represents a long-term effort to connect with future consumers without losing the trust built over generations. He emphasised that the brand is not a seasonal experiment but a serious growth engine, backed by dedicated merchandising, marketing, planning, and digital investments. Encouraging responses from pilot stores have strengthened confidence in scaling the format across key markets.

As brand ambassador, Sara Tendulkar will feature across campaigns, digital initiatives, store launches, and media engagements. With a strong social media following, she will also act as a style muse for select Litestyle collections.

Commenting on the partnership, Sara Tendulkar said the brand’s light, thoughtful designs and everyday relevance resonated naturally with her personal style.

Currently operating pilot stores in Pune and Goa, Litestyle plans a phased rollout to nearly 50 stores by FY 2028, combining company-owned and franchise outlets. Maharashtra will lead the expansion, followed by other regions, supported by a growing digital and mobile-first retail presence.