Candere, the lifestyle jewellery brand from the House of Kalyan Jewellers, onboarded Indian cricketer Smriti Mandhana as its new brand ambassador, strengthening its efforts to deepen engagement with young and modern consumers.
Mandhana joins actor Shah Rukh Khan as the face of the brand, marking what the company described as a significant step in its journey to expand its presence in India’s evolving lifestyle jewellery market.
The company said Mandhana’s association comes at a time when women’s cricket is witnessing growing popularity across the country, with consumers increasingly viewing jewellery as an everyday style statement rather than an accessory reserved for special occasions.
“Smriti Mandhana’s influence extends far beyond the cricket field. She represents a generation that values ambition, authenticity and confidence, and has become an inspiration to millions through her achievements and conduct,” said Ramesh Kalyanaraman, Director, Candere.
“We are delighted to welcome her as the face of Candere alongside Shah Rukh Khan. Together, they reflect the diversity of today’s India and the many ways consumers express themselves. As Candere continues to grow as a lifestyle jewellery brand, Smriti’s association will help us deepen our connect with audiences across the country,” he added.
Candere said changing consumer preferences are reshaping the jewellery industry, with customers increasingly opting for contemporary pieces suited for daily wear, work and social occasions.
Commenting on the partnership, Mandhana said, “I’m delighted to associate with Candere, a brand that truly understands the style sensibilities of today’s consumers. For me, jewellery isn’t something that’s reserved for special occasions; it’s something I wear every day.”
“It is a part of my personal style and often the finishing touch that makes me feel like myself. Candere’s contemporary designs fit effortlessly into that mindset, making jewellery relevant for everyday moments,” she added.
Backed by Kalyan Jewellers, Candere currently operates more than 130 retail stores across India and follows an omnichannel strategy that integrates its physical retail network with its digital platform.
The company said it will continue to focus on contemporary, accessible and versatile jewellery offerings as it expands its footprint nationwide.
