Brands
A jewel in the making as Sara Tendulkar joins Litestyle by PNG
MUMBAI: All that glitters is getting a lighter, younger glow. Litestyle by PNG, the contemporary fine jewellery arm of PNG Jewellers, has named Sara Tendulkar as its brand ambassador, signalling a clear push to court India’s next generation of jewellery buyers. Positioned as a bridge between legacy and modernity, Litestyle has been built to speak to consumers who see jewellery as part of everyday self-expression, not just festive or family occasions. While PNG Jewellers has been a trusted household name for nearly 200 years, Litestyle operates as a distinct business vertical with its own design language, retail format and omnichannel strategy.
Sara Tendulkar’s understated style and digital-first connect make her a natural fit for the brand’s philosophy. With over 8.9 million Instagram followers, she represents a cohort that values minimalism, comfort and authenticity over excess. Her clean silhouettes and preference for wearable elegance mirror Litestyle’s focus on lightweight, contemporary jewellery designed for daily wear.
“This is not a short-term style play,” said PNG Jewellers chairman and managing director Saurabh Gadgil underscoring that Litestyle is being scaled as a serious growth engine under the PNG umbrella. The brand, he noted, is designed around everyday moments and modern shopping behaviours, supported by dedicated merchandising, marketing and digital platforms.
For Tendulkar, the association is rooted in relatability. She described Litestyle as jewellery that feels “light, thoughtful and designed for everyday life”, aligning with how younger consumers increasingly approach personal style.
The two-year partnership, which begins in December 2025, will see Tendulkar front brand and collection campaigns, feature in digital initiatives, attend store launches and act as a style muse for select collections. Jewellery lines featuring her are slated to roll out from March 2026.
Litestyle currently operates pilot stores in Pune and Goa and is now gearing up for structured expansion. The brand plans to scale to around 50 stores by FY 2028 through a mix of company-owned and franchise formats, backed by a robust online store and app. Maharashtra will anchor the first phase of growth, before a wider national rollout.
In a market where jewellery is being redefined beyond heirlooms and heavy occasions, Litestyle’s bet is clear, keep it light, keep it modern, and keep it relevant to the consumers of tomorrow.
Brands
ITC Sunfeast Farmlite launches Sugar Free Cookies range
New variants offer guilt-free indulgence for health-conscious snackers.
MUMBAI: ITC Sunfeast Farmlite is sweetening the deal for biscuit lovers who want to have their cookie and eat it too without the sugar. The better-for-you biscuits range from ITC Foods has expanded its portfolio with the launch of an all-new Sugar Free Cookies line, aligning with the company’s vision of ‘Help India Eat Better’. The range is designed for consumers who are rethinking sugar in their daily snacking but refuse to compromise on taste and indulgence.
The collection debuts with two tempting variants: Choco Nut Cookies and Hazelnut & Oats Cookies. Both are a source of protein and contain no trans-fat, while the Hazelnut & Oats variant is also lactose-free.
ITC Ltd. vice president (marketing), biscuits, foods division, Suraj Kathuria said, “At Sunfeast Farmlite, we believe mindful snacking should never come at the cost of indulgence. With this launch, we are catering to the growing need for guilt-free snacking while delivering a rich, satisfying cookie experience.”
ITC Ltd. vice president & head of food sciences for foods division Dr Shantanu Das added, “We have applied robust food science to develop cookies that are sugar-free while preserving the taste and texture consumers love.”
Each cookie comes in convenient single-serve packs to maintain texture and freshness. Both variants are available in 100g packs priced at ₹100 and can be found on quick-commerce platforms including Blinkit, Swiggy Instamart, and Zepto.
In a market increasingly leaning towards healthier choices, ITC Sunfeast Farmlite’s new Sugar Free Cookies prove that cutting sugar doesn’t mean cutting joy. For the health-conscious yet indulgent snacker, this could be the perfect bite-sized solution.
