MUMBAI — Candere, the lifestyle jewelry brand from the House of Kalyan Jewellers, has officially named celebrated Indian cricketer Smriti Mandhana as its newest brand ambassador. She joins Bollywood superstar Shah Rukh Khan as the co-face of the brand.
The strategic partnership aligns with the increasing prominence of women’s cricket in India. Mandhana’s inclusion reflects Candere’s ongoing shift toward positioning jewelry as an everyday personal style statement rather than an item reserved solely for special occasions.
Aligning with Modern Indian Consumers
Known for her consistency and authenticity both on and off the cricket field, Mandhana embodies the ambitions of a younger demographic. Her association is intended to help the brand deepen its market penetration among modern consumer segments across the country.
“Smriti Mandhana’s influence extends far beyond the cricket field. She represents a generation that values ambition, authenticity and confidence… Together with Shahrukh Khan, they reflect the diversity of today’s India and the many ways consumers express themselves.” — Ramesh Kalyanaraman, Director, Candere
Everyday Contemporary Style
The partnership focuses heavily on Candere’s contemporary design philosophy, targeting audiences who view lifestyle accessories as an effortless extension of their daily identity.
“For me, jewellery isn’t something that’s reserved for special occasions; it’s something I wear every day. It’s 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.” — Smriti Mandhana, Indian Cricketer & Brand Ambassador
