The Pune-based heritage jeweller announced the debut of Litestyle on Tuesday, positioning it as an affordable and trend-conscious offering for price-sensitive buyers. With domestic gold prices recently touching an all-time high of Rs 101,078 per 10 grams, the move comes as consumers increasingly seek value-driven options without compromising on design or quality.

"Gold rates have surged significantly in recent months, but household budgets haven’t kept pace," said Saurabh Gadgil, Chairman and Managing Director of PN Gadgil Jewellers. “We see growing demand for everyday-wearable, budget-friendly jewellery—Litestyle is our answer to that.”

The brand will focus on designs crafted with less gold weight and lower purity, catering to urban and younger demographics looking for accessible luxury. The company plans to open 12 standalone Litestyle stores across India by the end of this year to capture a slice of the fast-growing lightweight jewellery market, which Gadgil estimates is expanding at a rate of 30% annually.

Despite price pressures, the company remains optimistic. Gadgil expects overall revenue to grow between 30% and 35% year-on-year in the current fiscal, ending March 2026. He also noted a rise in investment-driven demand for both gold and silver, driven by their strong returns relative to other asset classes.

The launch of Litestyle underscores a broader industry trend of jewellers adapting their product lines to balance luxury appeal with affordability, as the precious metals market remains volatile and consumer spending remains cautious.