Mumbai: NowYouKnow, a social-led travel and food recommendation platform, has announced actor, singer and digital creator Anushka Sen as its brand ambassador. Founded by siblings Krishna and Pia Shivdasani, NYK aims to redefine how young Indians discover places by prioritising trust-based recommendations from personal networks and a curated set of creators users actively choose to follow.
The association comes at a time when authenticity is increasingly shaping online discovery. As audiences grow weary of performative content and algorithm-driven ratings, recommendations rooted in lived experiences and personal taste are gaining renewed relevance. Anushka Sen’s travel and food content aligns closely with this shift, as her audience values her experiential approach, from exploring cafés in Seoul and European neighbourhoods to celebrating India’s street food culture.
Anushka’s everyday behaviour—maintaining personal lists, saving notes and sharing recommendations within her circle—mirrors how users naturally discover and plan today. NYK formalises this behaviour into a single, intuitive platform. Going beyond a traditional endorsement, Anushka has also taken an equity stake in the company, reflecting her long-term belief in NYK’s mission to rebuild trust in discovery.
Speaking about the collaboration, Anushka Sen said, “Travel and food have always been deeply personal for me, they’re tied to memories, emotions and moments I want to revisit. My friends and I are constantly exchanging recommendations, saving places, and making mental lists, but they usually end up scattered across chats and notes. When I learnt of NowYouKnow, it immediately felt intuitive, private and thoughtfully designed around people whose choices I would want to genuinely trust and it’s a community driven idea. I value authenticity deeply, especially online, and NYK reflects that belief by making discovery feel real, intentional and human again. It’s a platform that understands how this generation actually explores, through shared experiences, honest opinions and personal taste, and that’s what truly resonated with me”.
Krishna Shivdasani, Co-Founder and CEO, added, “Choice is personal. A recommendation only matters when you understand the person behind it. Anushka’s digital presence is built on sincerity and genuine experiences, values that define NYK. India is too diverse to capture a rating of a place in a single aggregated score. Young India recognises honesty, and Anushka embodies it.”
In a discovery landscape fragmented across WhatsApp chats, screenshots, saved videos and unreliable reviews, NYK positions itself as a single trusted space powered by personal networks, individual taste graphs and chosen creators. With Anushka Sen’s involvement, the platform enters its next phase of growth, anchored in the belief that the most meaningful recommendations come not from algorithms, but from people users genuinely trust.
