Problem Snapshot
- A regional jewellery brand with limited scale and visibility in 2013
- Fewer than 5 stores and turnover of approximately ₹150 crore
- Leadership visibility largely restricted to Pune
- Brand identity overlap with PN Gadgil & Sons, creating confusion
- Multiple inflection points over time: leadership transition, rapid expansion, Covid disruption, and eventual IPO
- Requirement for long-term reputation architecture, not campaign-led PR
The Mandate
Corporate reputation management · Leadership positioning · Retail and financial communications.
Our Strategy
Build PNG Jewellers’ reputation in deliberate phases, aligning brand, leadership and business milestones, while protecting trust through moments of scale, crisis and transition.
Our Approach
Phase 1: Foundation & Differentiation (2013–2015)
- Transitioned from store-level PR to full-spectrum reputation management.
- Clearly differentiated PNG Jewellers from PN Gadgil & Sons through disciplined media narratives.
- Supported rapid retail expansion during a sensitive leadership transition.
- Positioned PNG as India’s first unlisted “Jewel of India” on Bloomberg Television.
Phase 2: Brand Scale & Cultural Visibility (2015–2018)
- Relaunched brand identity with Salman Khan as global ambassador.
- Executed India’s first-ever jewellery movie merchandising (Prem Ratan Dhan Payo, Bajrangi Bhaijaan).
- Launched luxury sub-brands including Timeless by Madhuri Dixit and SilvoStyle.
- Expanded internationally into the USA and UAE.
- Elevated Dr. Saurabh Gadgil as an emerging national industry voice.
Phase 3: Market Leadership & Trust Building (2018–2020)
- Repositioned PNG as Maharashtra’s No. 1 jeweller, refocusing from global ambition to regional dominance.
- Deepened relationships with Tier 1, 2 and 3 media across Maharashtra.
- Built sustained lifestyle, fashion and stylist engagement programs.
- Established Dr. Gadgil as the most quoted jewellery voice during Akshay Tritiya, Dhanteras and Union Budgets.
Phase 4: Crisis, Credibility & Community (2020–2021)
- Led proactive, transparent communication during Covid-19 when the category largely went silent.
- Positioned PNG as a voice for retailers, karigars and consumers.
- Amplified CSR efforts to reinforce trust, responsibility and community commitment.
Phase 5: Listing Readiness & National Authority (2022–2025)
- Maintained No. 1 Share of Voice alongside much larger listed competitors
- Supported IPO communications in collaboration with specialist agencies
- Advised leadership on media discipline during IPO roadshows and listing phase
- Executed a post-listing reputation reset through a single Bloomberg interview, propelling Dr. Gadgil into national business consciousness
- Built second-line leadership visibility to protect CMD bandwidth
- Led ongoing financial, retail and boardroom communications post listing
