New Delhi: Candere, the lifestyle jewellery brand from the House of Kalyan Jewellers, has announced Indian cricketer Smriti Mandhana as its new brand ambassador, adding another prominent face to its brand portfolio alongside Shah Rukh Khan.
The association marks a strategic move for Candere as it looks to deepen engagement with young, modern Indian consumers and strengthen its positioning in the evolving lifestyle jewellery segment.
One of India’s most recognised sporting personalities, Smriti Mandhana has built a strong connection with audiences through her performance, consistency and authenticity. Her appointment comes at a time when women’s cricket continues to attract wider attention and stronger consumer engagement across the country.
Candere said the collaboration aligns with the changing consumer mindset, where jewellery is increasingly viewed as an extension of personal style and everyday self-expression rather than something reserved exclusively for special occasions.
Commenting on the announcement, Ramesh Kalyanaraman, Director, Candere, said, “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. 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. As Candere continues to grow as a lifestyle jewellery brand, Smriti’s association will help us deepen our connect with audiences across the country.”
The brand noted that consumer preferences in jewellery have shifted significantly in recent years, with buyers increasingly integrating jewellery into their daily wardrobes rather than limiting purchases to weddings or festive occasions.
Candere has built its collections around this trend, offering contemporary designs aimed at complementing workdays, weekends, celebrations and everyday routines.
Sharing her thoughts on the partnership, Smriti 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’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, making jewellery relevant for everyday moments. I’m excited to be part of this journey and look forward to connecting with audiences through the brand’s campaigns.”
With a retail network of over 130 stores across India and a growing digital presence, Candere continues to expand its footprint in the lifestyle jewellery category through an omni-channel strategy. Backed by Kalyan Jewellers’ legacy, the brand combines contemporary design, accessibility and craftsmanship to create jewellery offerings designed for modern consumers.
