PNG Jewellers has appointed Sara Tendulkar as the brand ambassador for Litestyle by PNG, its contemporary lightweight fine jewellery brand. The association was announced in Pune in December 2025.

Litestyle operates as a distinct business vertical under the PNG Jewellers umbrella. The brand has been positioned to engage younger consumers through contemporary design, modern retail formats and an omnichannel presence, alongside PNG Jewellers’ established legacy business.

Commenting on the strategy behind Litestyle, Dr. Saurabh Gadgil of PNG Jewellers said, “Litestyle by PNG is a conscious and long-term effort to bridge our existing customers with future customers… This is not a short-term style initiative, but a serious business vertical under the PNG umbrella.”

Sara Tendulkar, who has over 8.9 million Instagram followers, will feature across brand and collection campaigns, digital initiatives, media interactions and key store launches. She will also act as a style reference for select collections.

Speaking on the association, 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.”

Hemant Chaavan of Litestyle by PNG said, “Sara represents the mindset of the young woman Litestyle is created for… Her ability to connect organically with younger audiences strengthens Litestyle’s ambition.”

The two-year partnership begins in December 2025, with collections featuring Sara Tendulkar planned from March 2026.

Following pilot stores in Pune and Goa, Litestyle plans to expand to around 50 stores by FY 2028, through a mix of company-owned and franchise formats, with Maharashtra as the initial focus.