Candere Ropes in Cricketer Smriti Mandhana as Brand Ambassador Alongside Shah Rukh Khan

Bangalore: The lifestyle jewellery brand Candere, part of the Kalyan Jewellers group, has brought on Indian cricketer Smriti Mandhana as its newest brand ambassador. She will represent the brand alongside actor Shah Rukh Khan, marking an expansion of Candere's ambassadorial roster as it seeks deeper engagement with younger, style-conscious Indian audiences.

Mandhana, regarded among India's finest cricketers, has cultivated a substantial following through her on-field success and personal integrity. With women's cricket gaining increasing prominence in the Indian sports landscape, her partnership with Candere underscores the brand's commitment to reaching consumers who view jewellery as an integral component of their daily aesthetic rather than something reserved for formal occasions.

According to Ramesh Kalyanaraman, Director at Candere, Mandhana's influence transcends the sporting arena. "She represents a generation that values ambition, authenticity and confidence, and has become an inspiration to millions through her achievements and conduct," he noted. "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."

Kalyanaraman added that as Candere expands its footprint, the cricketer's association will help broaden the brand's connection with audiences nationwide. He highlighted that contemporary jewellery consumption patterns have shifted significantly, with pieces increasingly worn as part of everyday wardrobes rather than being confined to special occasions. Candere's collections have been curated with this evolution in mind, featuring versatile designs suited to various contexts—from professional settings and casual outings to celebrations and significant life events.

Mandhana expressed enthusiasm about the partnership, stating that jewellery plays an integral role in her personal style. "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," she explained. "Candere's contemporary designs fit effortlessly into that mindset, making jewellery relevant for everyday moments."

Operating across more than 130 retail locations throughout India with expanding national presence, Candere has positioned itself as a significant player in the lifestyle jewellery segment. The brand operates through an integrated retail and digital strategy, enabling customers to shop seamlessly across physical stores and online channels. Drawing on the established credibility of Kalyan Jewellers, Candere emphasises the combination of skilled craftsmanship, modern design sensibilities and affordability to establish jewellery as an everyday essential in consumers' lives.