Sara Tendulkar has been onboarded as the brand ambassador for Litestyle by PNG, marking a strategic move by the jewellery label to strengthen its connection with younger, modern consumers.
The two-year partnership, beginning in December 2025, will see Tendulkar feature prominently across Litestyle’s brand and collection campaigns. She will participate in digital initiatives and appear at select store launches. The brand has also confirmed that special collections featuring Tendulkar are expected in March 2026.
Litestyle by PNG is positioned as a contemporary jewellery brand for everyday wear. With lighter designs, modern retail formats, and a strong omnichannel presence, the brand aims to appeal to a new generation of jewellery buyers who value ease, individuality, and authenticity.
Commenting on the collaboration, Sara Tendulkar shared that the brand resonates with her personal style and outlook. She noted that Litestyle reflects a sense of ease and individuality that feels natural to her, adding that the jewellery’s thoughtful design and everyday suitability make the partnership genuinely exciting.
Hemant Chaavan, Head of Marketing and E-commerce at Litestyle by PNG, highlighted that Tendulkar embodies the mindset of the young woman the brand is created for. According to him, her confident and expressive personality, along with her organic connection with younger audiences, aligns strongly with Litestyle’s ambition to become a preferred jewellery destination for future consumers.
Offering a broader perspective, Dr. Saurabh Gadgil, Chairman and Managing Director of PNG Jewellers, explained that Litestyle by PNG is a long-term initiative to bridge the gap between existing and future customers.
While PNG Jewellers has built trust across generations, he emphasized the importance of staying relevant to how younger consumers think, shop, and express themselves today. Litestyle, he said, has been developed as a modern retail concept focused on everyday moments rather than only traditional occasions, supported by a strong digital and omnichannel strategy.
Dr. Gadgil further clarified that Litestyle is not a short-term fashion experiment but a serious business vertical under the PNG umbrella, with dedicated focus on merchandising, planning, marketing, and digital platforms. The positive response to pilot stores has encouraged the brand to scale in a structured way across key markets.
With Sara Tendulkar as its face, Litestyle by PNG is positioning itself at the intersection of tradition and modernity, rooted in legacy yet designed for the evolving tastes of a younger, style-conscious audience.