Crafted in 18K and 22K gold, Litestyle offers design-forward fine jewellery for everyday wear, tailored for the modern Indian woman in the 25 to 40 age group. PNG will launch two Litestyle stores, one each at Kharadi and Wakad in Pune, on June 22, 2025
Pune: Leading jewellery retailer PNG Jewellers has just launched a contemporary sub-brand ‘Litestyle by PNG’. Through the new brand, PNG aims to connect with the next generation of jewellery buyers offering lightweight, design-forward fine jewellery for everyday wear.
Crafted in 18K and 22K gold, Litestyle is tailored for the modern, style-conscious woman in the 25 to 40 age group – 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 June 22, 2025, to be inaugurated by actor Sai Tamhankar,” said a communique from the brand.
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 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. It has been seamlessly integrated into PNG’s e-commerce platform, with phased digital access to store-exclusive products and real-time inventory visibility.
With a rich legacy spanning 193 years, PNG Jewellers currently operates 53 retail outlets across Maharashtra and has announced plans to open more stores in the State by the end of fiscal year 2026. Beyond Maharashtra, the brand also has a presence in Goa and an international outlet in California, USA.
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