JAMMU, June 28 — Candere, the lifestyle jewellery brand under the House of Kalyan Jewellers, has named Indian cricketer Smriti Mandhana as its new brand ambassador. She joins Shahrukh Khan as a face of the brand.
The company stated the association marks a strategic step in Candere’s effort to strengthen its connection with young, modern Indian consumers. Mandhana, one of India’s most accomplished cricketers, has built a strong audience connection through her achievements and authenticity.
According to the filing, the brand is focusing on consumers who view jewellery not as something reserved for occasions, but as a natural part of daily self-presentation. This comes at a time when women’s cricket continues to command growing attention across the country.
Ramesh Kalyanaraman, Director of Candere, said Mandhana’s influence extends far beyond the cricket field. She represents a generation that values ambition, authenticity and confidence, he said, and has become an inspiration to millions through her achievements and conduct.
“We are delighted to welcome her as the face of Candere alongside Shahrukh Khan. Together, they reflect the diversity of today’s India and the many ways consumers express themselves,” Kalyanaraman said.
Mandhana said she is delighted to associate with a brand that understands the style sensibilities of today’s consumers. For her, jewellery is not reserved for special occasions — it is something she wears every day.
“It’s a part of my personal style and often the finishing touch that makes me feel like myself,” she said.
Candere operates as the digital-first jewellery arm of Kalyan Jewellers, one of India’s largest jewellery retailers. The brand has been building its market position by targeting younger demographics who shop online and seek everyday wearable designs.
The dual ambassador strategy — pairing Bollywood star Shahrukh Khan with a top female athlete — signals Candere’s attempt to cover a broad consumer base. Khan has been associated with the brand since its earlier campaigns, while Mandhana brings credibility with a sports audience that overlaps with the brand’s target demographic.
Figures show women’s cricket viewership in India has risen sharply in recent years, making athletes like Mandhana increasingly valuable for lifestyle and fashion brands. The company stated the partnership aligns with this shift in consumer attention.
What to watch next is whether Candere will expand its product lines or marketing campaigns to leverage Mandhana’s reach during major cricket tournaments.
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