The jeweller has heralded the month of Shravan with a gold and diamond Mangalsutra collection built for the woman who wears it every day
Pune: As the month of Shravan began, legacy jewellery house P. N. Gadgil & Sons opened the 22nd edition of its Mangalsutra Mahotsav, with actor Vaidehi Parshurami leading this year’s campaign for the second consecutive edition.
The Mahotsav is PNGS’s trademark annual festival and one of its longest-running consumer properties. For 22 years, it has arrived with Shravan and stayed with it for a month in the Maharashtrian calendar when the Mangalsutra is bought, gifted, upgraded and, increasingly, chosen by the woman who will wear it rather than for her.
Parshurami has been part of the PNGS story since 2024, when she fronted the brand’s Monsoon Collection campaign, and returned last year for the 21st Mangalsutra Mahotsav. She comes back for the 22ndedition of the Mahotsav, with an integrated campaign focusing on the Mangalsutra as a deeply personal piece of jewellery that can reflect a woman’s individual style, while remaining rooted in tradition. Through her, the campaign captures this balance of familiarity, cultural connection and contemporary everyday wear, mirroring the wider evolution of the Mangalsutra category.
The fit is a straightforward one. Parshurami is among the leading names in Marathi cinema today, with a Filmfare Award for Best Actress (Marathi) and a Zee Chitra Gaurav Puraskar for her performance in 1234 — Ek Don Teen Chaar (2024). Her body of work runs from FU: Friendship Unlimited (2017) and Ani… Dr. Kashinath Ghanekar (2018) through Zombivli (2022), Jaggu Ani Juliet (2023) and the musical Sangeet Manapmaan (2025), alongside Hindi work in Wazir and Simmba, and the streaming series Indian Police Force.
Off-screen, she is literally the customer the collection has been designed for. Mumbai-born and Marathi-speaking, she holds a degree in English literature from Ramnarain Ruia College and a law degree from New Law College, Mumbai, and is a trained Kathak dancer who has shared a stage with Pandit Birju Maharaj. She built a career on her own terms, which is precisely the customer walking into a PNGS store this Shravan and picking out a Mangalsutra for herself.
In gold, the brand’s Mangalsutra collection itself carries the regional range the Mahotsav is known for: Maharashtrian vati and thushi-inspired forms, temple motifs, Gujarati, North Indian and South Indian silhouettes alongside a substantially expanded lightweight, daily-wear line built for women who never take the Mangalsutra off. Designs begin at entry weights suited to first purchases, gifting and daily rotation.
In diamond, the festival brings certified natural diamond mangalsutras and pendants, including pieces from the group’s diamond line, for customers approaching the Mangalsutra as an everyday luxury piece rather than an occasion-only one.
There is also a 9kt lightweight gold and diamond Mangalsutra, widening the range further for the buyer.
Speaking on the launch, Aditya Modak, COO & CFO, P. N. Gadgil & Sons, said, “The Mangalsutra Mahotsav has run for 22 years because it was never really a discount period. It is about a piece of jewellery that carries meaning in a way very little else does. What has changed is who is buying it: a large share of our customers today are working women choosing their own Mangalsutra, and they want something they can wear to the office on a Monday and to a wedding on a Saturday. Vaidehi is that customer: a Marathi woman who has built a career on her own terms, and someone our customers recognize as one of their own. She has been with us across three campaigns now, and that continuity means something for a property that is 22 years old. This year’s collection moves across weights, across gold and diamond, and across regional design languages, because Shravan brings every kind of family into our stores and each one should find something that feels like theirs.”
The Mangalsutra category has shifted meaningfully over the last five years. Lighter weights, detachable pendants, chain-only wear and diamond-set designs have moved from niche to mainstream, driven by younger, working, urban consumers who wear the piece daily. PNGS’s design pipeline for the Mahotsav has been built around this, with the lightweight and diamond ranges growing fastest year on year.
P. N. Gadgil & Sons (PNGS) is a 194-year-old jewellery house founded in 1832, offering gold, diamond and silver jewellery across a network of 126 points of sale in 65 cities and 21 States. The company’s portfolio includes Gargi by PNGS in silver and fashion jewellery, and its certified natural diamond line.
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