Candere, the lifestyle jewellery brand from the House of Kalyan Jewellers, has appointed Indian cricket star Smriti Mandhana as its newest brand ambassador, adding one of the country’s most marketable athletes to its celebrity portfolio as the company looks to strengthen its appeal among young, style-conscious consumers.
Mandhana joins Bollywood icon Shah Rukh Khan as the face of the brand, reflecting Candere’s strategy of combining sporting excellence and entertainment to position itself as a contemporary jewellery label for everyday wear. The partnership reinforces the brand’s focus on self-expression, individuality and modern lifestyles as it continues to expand its presence across India’s organised jewellery market.
The appointment also highlights the growing commercial influence of women’s cricket, with Mandhana emerging as one of India’s most recognisable sporting personalities. Beyond her achievements on the field, the Indian vice-captain has built a strong endorsement portfolio, making her an attractive partner for brands seeking to connect with younger and digitally engaged audiences.
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 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 connection with audiences across the country.”
Smriti Mandhana added, “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.”
The collaboration is expected to feature Mandhana across integrated marketing campaigns spanning digital, retail and social media channels as Candere continues to promote jewellery as an everyday lifestyle accessory rather than an occasion-led purchase.
Mandhana’s endorsement portfolio has expanded significantly in recent years, with partnerships spanning luxury watches, fashion, consumer goods, financial services and wellness brands, including Rado, ONE8, Pee Safe, PNB MetLife, Zomato, Rexona and Herbalife.
Backed by Kalyan Jewellers, Candere operates more than 130 retail stores across India alongside its omnichannel platform. The addition of Mandhana further strengthens the brand’s marketing strategy as it leverages the rising commercial appeal of women’s sport to drive awareness and engagement in an increasingly competitive jewellery retail market.
