PNG Jewellers Winning Hearts With Family Values and Fresh Ideas

PNG Jewellers is a heritage jewellery brand that blends old family traditions with fresh ideas. From emotional campaigns to digital moves, the brand shows how legacy and modern thinking can work together. Let's look at how PNG connects with today’s buyers while staying rooted in values.

PNG Jewellers is one of India's oldest and most trusted jewellery brands. Founded in 1832 by Ganesh Gadgil in Sangli, Maharashtra, the company has built a strong reputation over nearly two centuries. Today, it operates 53 stores, including 52 across Maharashtra and Goa and one in California, USA.

Despite its long history, PNG Jewellers continues to grow and adapt to the modern market. According to Equity Right, in the financial year 2024-25, the company achieved a consolidated revenue growth of 25.9%, with a 5.1% increase in the fourth quarter alone. The retail segment, which makes up over 80% of total revenue, saw a 50% growth in Q4 FY25 compared to the same period the previous year. E-commerce sales more than doubled, contributing 5.7% to total revenue, as per the reports by The Economic Times.

PNG Jewellers also achieved record-breaking single-day sales of Rs. 139.53 crore during Akshaya Tritiya in 2025, marking a 35% increase from the previous year, reported by ScanX. These figures demonstrate how PNG Jewellers successfully blends tradition with modern strategies to maintain its strong presence in the competitive jewellery market.

What makes PNG Jewellers stand out is how they mix tradition with modern-day marketing. Even though they are known for being a family-owned brand with deep roots, they are not stuck in the past. They run smart ad campaigns, create video stories, post on social media, and work with influencers to stay active in the digital space.

So let’s see, how does a traditional brand like PNG keep shining in today’s digital and competitive world?

A Legacy Brand with a Modern Approach

PNG Jewellers has a long history that goes back nearly two centuries and over time, it grew into a well-known name in the jewellery world. Many families trust PNG because it has been part of their celebrations for years. This trust comes from the brand’s focus on honesty, pure gold, and good service.

1. Adapting to New Customer Needs

Even with its long history, PNG did not stop at tradition. The world is changing, and so are the people who buy jewellery today. Younger customers want more than just a shop, they want style, convenience, and a brand that understands their tastes.

To meet these needs, PNG has changed the way it talks to its customers. They now use online stores, social media, and new kinds of ads to stay close to today’s buyers. This helps them reach people who might not visit a store but still want to buy jewellery from a trusted brand.

2. Balancing Tradition and New Ideas

What makes PNG special is how it keeps its old values while trying new ways to grow. The brand still respects the customs and emotions tied to jewellery, especially for weddings and festivals. At the same time, it uses new technology and fresh ideas to stay connected with young buyers.

This balance helps PNG stay strong. It keeps the trust of older customers while attracting new ones. By combining what worked in the past with what works now, PNG Jewellers continues to be a favourite name in the jewellery market.

How PNG Jewellers Became a Popular Name

PNG Jewellers has grown into a well-known brand by mixing tradition with smart and simple marketing ideas. One of the biggest reasons for their popularity is their strong connection with people’s emotions during weddings and festivals.

Another reason for their success is their use of celebrities. Over the years, PNG has worked with famous names like Salman Khan, Sonam Kapoor, Swapnil Joshi, Madhuri Dixit, and Tejaswini Pandit. These familiar faces helped people trust the brand more and feel connected.

Apart from this, PNG Jewellers has stayed active on social media. They post regular updates, showcase new collections, and share stories that feel real and personal. All of this has helped them stay connected with both older customers and the younger generation looking for jewellery that blends culture with style.

PNG Jewellers' Celebrity Campaigns

PNG Jewellers has built a strong reputation by working with famous personalities who match the brand’s values. One of their most well-known celebrity endorsements is with actress Madhuri Dixit. She has been the face of PNG for many years and is admired by people all over India.

At the same time, PNG has also worked with younger celebrities like Marathi actress Dhanashri Kadgaonkar and Bollywood star Rasha Thadani. By choosing someone young and relatable, PNG connects with a newer generation of customers while still keeping its traditional values. This mix of well-known stars from different age groups helps PNG stay relevant and appeal to a wide audience.

1. Madhuri Dixit and PNG Jewellers

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Madhuri Dixit is more than just a famous actress; she is a symbol of grace, charm, and timeless beauty. For decades, she has been loved by people of all ages across India. This makes her a natural choice for a brand like PNG Jewellers, which stands for elegance, tradition, and trust.

Her personality fits well with what PNG wants to show. Madhuri is known for her warm smile and friendly nature. She is someone who connects easily with families, which is important because jewellery often marks special family moments like weddings, festivals, and celebrations. When customers see Madhuri wearing PNG jewellery, it feels like a trusted family member is recommending the brand.

Also, Madhuri has stayed relevant through many generations. She appeals to older customers who grew up watching her films and to younger people who admire her as a role model. This wide appeal helps PNG reach a larger audience. Her image shows that PNG jewellery is suitable for everyone, whether it is a classic design or a modern style.

In short, Madhuri Dixit reflects the heart of PNG Jewellers. She represents the beauty, honesty, and care that the brand promises in every piece of jewellery. That is why her association with PNG makes the brand feel genuine and trustworthy.

2. Rasha Thadani and PNG’s Silver Jewellery Line Silvostyle

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In January 2024, PNG Jewellers further strengthened its brand image by signing Rasha Thadani as the new face of Silvostyle, their silver jewellery line. Rasha, who is set to make her Bollywood debut, brings a fresh and youthful energy to the brand. With a strong social media presence, especially among Gen Z, she resonates with a younger audience.

Rasha's style and poise align perfectly with Silvostyle's focus on modern elegance and self-expression. As she shared, "Silvostyle by PNG is a young brand, focusing on style, spirit and attitude! I am thrilled to be a part of this journey with them and represent a brand which deeply connects with my personal sense of style. Each piece tells a story, and I am honoured to be the storyteller in their campaigns!"

3. Dhanashri Kadgaonkar and The Heartfelt Mother’s Day Campaign

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Another important celebrity endorsement for PNG was their recent ad featuring Marathi actress Dhanashri Kadgaonkar along with her mother. This advertisement was made for Mother’s Day and focused on appreciating the love and care a mother gives.

The ad shows Dhanashri thanking her mother for all the support and sacrifices she has made. This simple, emotional message touched many hearts and made the brand feel close to its customers. People saw PNG Jewellers not just as a jewellery store but as part of their family moments.

This campaign became a reality with the help of our platform, Tring. We connected PNG Jewellers with the right celebrity who fit their brand image perfectly.

Festive and Emotion-Driven Campaigns

PNG Jewellers has done a great job of making their brand a part of some of the most important celebrations in India. Their marketing during festivals like Diwali and Akshaya Tritiya, as well as the busy wedding season, is a good example of how a brand can connect with people through stories, feelings, and culture.

1. Anokhee Diwali

Diwali is one of the biggest festivals in India, and it’s a time when people buy jewellery for themselves and their loved ones. PNG Jewellers’ Diwali campaigns stand out because they don’t just sell jewellery, they tell a story about family, happiness, and celebration.

One popular campaign was called “Anokhee Diwali.” This campaign encouraged customers to combine traditional gold jewellery with sparkling diamond pieces, creating a modern yet classic look. It showed that PNG understands how today’s customers want to keep their culture alive while also enjoying new styles. Along with emotional storytelling, the campaign offered deals like discounts on diamond-making charges, which attracted many buyers.

The ads showed families coming together, preparing for the festival, and gifting jewellery that symbolises love and prosperity. This helped PNG connect with customers who see jewellery as more than just an accessory, it’s part of their family moments.

2. Wedding Season Campaign with Swapnil Joshi and Tejaswini Pandit

PNG Jewellers brought in two well-known Marathi actors, Swapnil Joshi and Tejaswini Pandit, as the faces of their special wedding jewellery collection, Pratha, in 2022. This collection was all about capturing the real feeling of Indian weddings, filled with joy, love, and tradition. To spread the word, PNG used posters featuring these actors wearing the Pratha jewellery. The posters were seen in stores, on hoardings, and across social media.

Since both actors are familiar faces in Maharashtra and loved by many families, their presence gave the campaign a personal touch. They didn’t just model the jewellery, they were also a part of special events and brand promotions. For example, they even inaugurated PNG Jewellers' annual Mangalsutra Mahotsav, which focuses on traditional mangalsutras, a key part of Indian bridal jewellery. By using trusted faces like Swapnil and Tejaswini, PNG created a stronger connection with customers. The brand made sure people could see how these jewellery pieces fit into their real-life celebrations and memories.

3. Pratha Collection TVC with Bhagyashree Limaye

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Along with the posters, PNG also made a television ad for the Pratha collection, featuring actress Bhagyashree Limaye. In the commercial, she plays a bride getting ready for her big day. The ad showed her dressed in the Pratha collection’s jewellery, walking through different moments of her wedding. The jewellery looked beautiful and added meaning to every scene.

What made the ad work so well was its focus on real feelings. The scenes weren’t flashy or loud, they were warm and personal. Bhagyashree looked like someone any young bride could relate to. It felt like a true wedding moment, not just a sales pitch. Her presence brought a fresh and elegant feel to the campaign, while also keeping it close to tradition. The ad helped people picture themselves or their daughters wearing the same jewellery at their own weddings.

In-Store Events and Digital Marketing

PNG Jewellers understands the importance of creating special moments for their customers. They often organise events like store openings, jewellery exhibitions, and bridal shows. These events allow customers to experience the brand in person, see the jewellery up close, and feel connected to the brand.

1. Hosting Store Launches

PNG Jewellers understands the value of meeting customers in person. Every time they open a new store, they make it a grand event. Let’s look at some of the great store launches by PNG Jewellers. These events not only marked new beginnings but also gave people a chance to walk in, explore the jewellery up close, and truly experience its quality and charm.

• Store Launch in Aundh, Pune with Malaika Arora - When PNG opened their store in Aundh, Pune, they invited Bollywood star Malaika Arora to the event. Malaika’s presence added glamour and excitement, attracting a large crowd. Having a popular celebrity attend gave the store launch more visibility and made it feel like a grand celebration. It helped PNG connect with both local customers and fans of the actress.

• Logo Change with Salman Khan - PNG Jewellers teamed up with Salman Khan and Sonam Kapoor to launch a new logo and a special jewellery line inspired by the Bollywood film Prem Ratan Dhan Payo. The brand created exclusive kundan jadau polki pieces for the movie, which were later shown at a store event in Vile Parle, Mumbai. This partnership helped PNG reach a wider audience and show off their traditional design skills. Having Salman Khan linked with the brand also helped build trust and brought more attention to their work.

• Store Launch in Goregaon with Raveena Tandon - For the opening of their store in Goregaon, PNG invited Bollywood actress Raveena Tandon. Raveena’s charm and popularity helped draw attention to the new store. Her involvement created buzz and made the event memorable. It showed how PNG uses the right celebrities to add value to their launches and connect with customers in different regions.

2. Connecting Offline Experiences with Digital Buzz

PNG doesn’t just stop at physical events. They make sure these special moments reach a larger audience by sharing them online. Photos, videos, and live updates from events appear on social media and digital platforms. This combination of offline and online activity helps PNG stay connected with people who can’t attend in person. It also keeps the excitement going long after the event ends. This way, the brand stays fresh and visible in the minds of customers.

3. Building Word-of-Mouth Through Customer Delight

At every event, PNG focuses on creating a warm and enjoyable experience for visitors. When customers feel valued and happy, they naturally want to share their positive experience with friends and family. This word-of-mouth helps PNG grow without heavy advertising. People trust recommendations from people they know, so creating moments that customers want to talk about is a smart way to build a loyal customer base.

Summary

PNG Jewellers shows us how a brand can honor its rich history while still moving forward with fresh ideas. By staying true to their core values of trust, quality, and family connections, they keep their long-time customers happy. At the same time, their smart use of modern marketing, celebrity partnerships, and online platforms helps them reach new buyers. Whether it’s through beautiful jewellery, special events, or meaningful stories, PNG continues to be a name people trust and love. This balance of tradition and innovation is what keeps PNG shining bright in today’s fast-changing world.

How We Can Help Your Brand

Just like PNG Jewellers found the perfect celebrities for their campaigns, our platform, Tring, can help your brand do the same. Whether you want to work with well-known actors for celebrity endorsements, popular social media stars for influencer marketing, or a popular personality for event appearance, we can connect you with the right people.

We make the process simple and smooth so your brand can stand out and grow. Contact us now!