Candere, the lifestyle jewellery brand under the House of Kalyan Jewellers, has roped in star cricketer Smriti Mandhana as its newest brand ambassador. She now joins Shah Rukh Khan as the face of the brand, marking a key move in Candere’s push to deepen its appeal among young, contemporary Indian consumers.

Mandhana, widely regarded as one of India’s finest cricketers, has earned a loyal following through her on-field consistency and off-field authenticity. With women’s cricket steadily gaining mainstream traction in the country, her addition signals Candere’s intent to reach audiences who see jewellery less as an occasion-only purchase and more as an everyday style statement.

Ramesh Kalyanaraman, Director at Candere, said Mandhana’s influence reaches well beyond the cricket field, calling her a representative of a generation driven by ambition, authenticity, and confidence. He added that alongside Shah Rukh Khan, she captures the diversity of modern India and the varied ways consumers express their personal style, reinforcing Candere’s growth story as a lifestyle jewellery brand.

Mandhana echoed the sentiment, noting that Candere’s understanding of contemporary style sensibilities resonated with her own approach to jewellery – something she wears daily rather than reserving for special occasions. She described the brand’s designs as effortlessly fitting her personal aesthetic and expressed enthusiasm about engaging with audiences through Candere’s upcoming campaigns.

The association comes at a time when celebrity-led brand partnerships continue to dominate India’s marketing landscape, with several other ambassador announcements making news around the same period.