PNG Jewellers Launches ‘Litestyle’ Brand to Meet Demand for Affordable Gold Amid Soaring Prices

As gold prices in India hit record highs, PNG Jewellers has unveiled a new sub-brand, Litestyle, aimed at offering lightweight and lower-carat jewellery to cost-conscious consumers. The move reflects a strategic pivot by one of India’s oldest jewellery houses to adapt to shifting consumer behavior and sustain growth in a high-price environment.  

Key developments behind the launch  

- Litestyle will focus on 18K and 22K lightweight gold jewellery, catering to modern, everyday wear needs  
- The brand targets women aged 25 to 40 who seek versatile, stylish pieces for daily use, from office to casual outings  
- PNG Jewellers plans to open 12 Litestyle stores across Maharashtra in FY 2025–26, with the first two launching in Pune’s Kharadi and Wakad on June 22  
- Actress Sai Tamhankar will inaugurate the Pune stores, adding a celebrity touch to the brand’s debut  

Market context and consumer trends  

- Local gold prices have surged 29 percent in 2025, reaching an all-time high of Rs 101,078 per 10 grams, after a 21 percent rise in 2024  
- With consumer budgets not rising in tandem, demand has shifted toward budget-friendly, lightweight jewellery  
- The lightweight segment is growing at approximately 30 percent annually, driven by younger buyers and urban professionals  
- PNG expects a 30 to 35 percent year-on-year revenue increase in FY 2025–26, supported by this new offering  

Strategic vision and brand positioning  

- Litestyle bridges the gap between ceremonial jewellery and everyday fashion, making gold more accessible without compromising on design  
- The brand will operate both online and offline, with a goal of scaling to 100 stores by 2030  
- PNG’s broader strategy includes blending its 190-year legacy with modern retail formats, digital tools, and data-driven customer engagement  

Future outlook  

With Litestyle, PNG Jewellers is positioning itself to capture a growing segment of aspirational buyers who value affordability, style, and authenticity. As gold continues to be both a cultural staple and an investment asset, the brand’s agile response to market dynamics could set a benchmark for the industry.  

Sources: Reuters, Economic Times, Republic World, Business World, MSN.