Candere, the lifestyle jewellery brand from Kalyan Jewellers, has announced Indian women’s cricket star Smriti Mandhana as its new brand ambassador. The announcement was made on 27 June 2026, with Mandhana joining Shah Rukh Khan as the face of the brand.
Key Highlights
Brand: Candere (owned by Kalyan Jewellers)New Brand Ambassador: Smriti Mandhana
Announcement Date: 27 June 2026
Existing Celebrity Ambassador: Shah Rukh Khan
Objective: Strengthen Candere’s appeal among young, modern Indian consumers and reinforce its positioning as a contemporary lifestyle jewellery brand.
Why Smriti Mandhana?
According to Candere, Mandhana represents the qualities the brand wants to associate with:
Ambition
Authenticity
Confidence
Modern lifestyle
Everyday elegance
The company believes her growing popularity and inspirational journey make her an ideal ambassador to connect with India’s younger audience, particularly women who see jewellery as part of their daily fashion rather than something reserved only for weddings and special occasions.
What Candere’s Director Said
Ramesh Kalyanaraman, Director of Candere, said that:
Smriti Mandhana’s influence extends well beyond cricket.
She inspires millions through her achievements and conduct.
Alongside Shah Rukh Khan, she reflects the diversity and aspirations of today’s India.
Her appointment will help Candere deepen its relationship with consumers across the country.
Smriti Mandhana’s Statement
Mandhana expressed excitement about joining Candere, saying that:
She appreciates the brand’s understanding of modern fashion.
Jewellery is an everyday part of her personal style rather than something worn only on special occasions.
Candere’s contemporary collections fit naturally into her lifestyle.
She looks forward to connecting with customers through upcoming campaigns.
Brand Strategy
Candere is positioning itself as an everyday lifestyle jewellery brand, focusing on:
Contemporary jewellery designs
Daily wear collections
Office and casual fashion
Affordable luxury
Omnichannel shopping through retail stores and online platforms
The appointment of Smriti Mandhana aligns with the company’s strategy to make jewellery a regular part of consumers’ everyday wardrobes instead of limiting it to festive or ceremonial occasions.
