Pune: PNG Jewellers Taps into High-Growth Lightweight Jewellery Segment with New Brand ‘Litestyle’
Pune, 17th June 2025: PNG Jewellers, one of India’s most trusted jewellery houses with a legacy spanning over 192 years, proudly announced the launch of its contemporary sub-brand Litestyle by PNG in Pune today. The launch marks a significant step in PNG’s evolution as it connects with the next generation of jewellery buyers through lightweight, design-forward fine jewellery for everyday wear.
Crafted in 18K and 22K gold, Litestyle is tailored for the modern, style-conscious woman aged 25–40, someone who chooses jewellery not just for tradition or gifting, but as an extension of her style. From work meetings and casual outings to pre-festive get-togethers and micro-celebrations, Litestyle offers versatile, minimalist pieces that blend sophistication with ease. Litestyle will launch two stores, one each at Kharadi and Wakad in Pune on 22 June 2025, to be inaugurated by celebrated actress Sai Tamhankar.
The lightweight fine jewellery market in India has witnessed a strong upward trajectory, driven by rising gold prices, the evolving role of women as primary jewellery buyers, and a growing desire for practical, design-rich pieces that suit contemporary lifestyles. With the 14K and 18K gold segment now accounting for a significant share of daily-wear jewellery purchases, brands that deliver authenticity, affordability, and digital convenience are set to lead this transformation. Litestyle by PNG enters this high-growth category with a sharp, emotionally resonant positioning and an ambitious multi-channel rollout plan.
“With Litestyle, we’re responding to a clear shift in how younger consumers engage with jewellery,” said Dr. Saurabh Gadgil, Chairman and Managing Director, PNG Jewellers. “The demand for versatile, lightweight pieces is no longer niche; it is a growing segment driven by women who view jewellery as part of their everyday identity, not just something reserved for special occasions. This category holds immense potential, especially in urban and semi-urban India, where gold buyers are evolving rapidly. We aim to build Litestyle into a trusted name in this space, where authenticity, design, and everyday relevance come together seamlessly.”
“Litestyle is light, but we take our design seriously,” added Hemant Chavaan, Head- Marketing, E-commerce, CRM, and CSR, PNG and Litestyle. “We’re bridging the gap between ceremonial jewellery and everyday wear, making premium gold and diamond pieces more accessible and relevant. Every Litestyle piece is designed to move with you, match your pace, and make a statement, quietly and confidently.”
The brand’s retail roadmap includes the launch of 12 standalone Litestyle stores across Maharashtra in FY 2025–26, including five company-owned stores and seven franchise stores. By 2030, Litestyle by PNG plans to scale to 100 stores across India including franchisee stores.
Seamlessly integrated with PNG’s e-commerce platform, customers can also browse and purchase Litestyle collections online at www.pngjewellers.com, with phased digital access to store-exclusive products and real-time inventory visibility.
