A year after signing on silver screen star Salman Khan as brand ambassador for a 4-year period, PNG Jewellers has acquired the worldwide license to launch a new range of silver jewellery under the Being Human brand.

Named after the NGO started by Khan, the jewellery that will cater to the mass market is due to hit the market in April.

The Pune-based company is also piloting an idea to set-up an exclusive boutiques in various hotels for retailing a line of high-on-design jewellery designed by Bollywood diva Madhuri Dixit who is also a brand ambassador. The first of these boutiques will be launched at the JW Marriott in the city in February, Saurabh Gadgil, CMD, PNG Jewellers said.

In another tie-up, the Pune-based jeweller has tied-up with fashion guru Tarun Tahiliani to manufacture a new collection of designer jewellery fashioned from silver, pearl and coloured stones. It is aimed at people who travel for weddings and do not wish to carry high value jewellery. The range that is priced between Rs 25,000 to Rs 2 lakh, will be retailed under PNG’s Silvostyle line of stores, Tahiliani’s seven boutiques across India as well as through various jewellery chains stores.

While the market for Indian silver jewellery is currently valued at around Rs 500 crore per annum, the World Silver Council (WSC), set up recently by the Indian Bullion and Jewellers Association (IBJA) aims to take this to Rs 3000 crore, Gadgil said, adding that he hoped to expand the range of silver jewellery in the days to come. He is the vice president of the WSC.

“The demand from silver from industries like auto and photography has declined, while the demand for use in nuclear physics from China has also come down drastically” he said. This is why silver prices will now mirror gold, he felt.

A few months ago, PNG Jewellers launched its Silvostyle brand for silver jewellery items that would have an MRP and not be linked to the price of silver.

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