Candere Names Smriti Mandhana Brand Ambassador to Strengthen Connect with Young India
The partnership reflects the growing influence of women athletes in mainstream brand marketing while reinforcing the shift towards everyday lifestyle jewellery among India's younger consumers.
Candere said Mandhana's association aligns with its strategy of positioning jewellery as an everyday lifestyle accessory rather than something reserved only for weddings and special occasions.
Mumbai: Lifestyle jewellery brand Candere, from the House of Kalyan Jewellers, has appointed Indian cricket star Smriti Mandhana as its new brand ambassador, bringing one of the country’s most celebrated women sportspersons into its growing portfolio of brand ambassadors alongside Bollywood superstar Shah Rukh Khan.
The announcement comes as brands increasingly look beyond traditional celebrity endorsements, partnering with athletes whose achievements, credibility and widespread appeal resonate strongly with younger consumers.
Strengthening a Lifestyle Brand
Candere said Mandhana’s association aligns with its strategy of positioning jewellery as an everyday lifestyle accessory rather than something reserved only for weddings and special occasions.
Known for her consistent performances on the cricket field and growing popularity among young audiences, Mandhana represents confidence, authenticity and ambition—qualities the company believes reflect the aspirations of today’s consumers.
Announcing the partnership, Ramesh Kalyanaraman, Director, Candere, said Mandhana’s influence extends well beyond cricket and reflects the diversity and evolving aspirations of modern India.
“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,” he said.
Jewellery Beyond Special Occasions
The company noted that consumer buying behaviour has changed significantly in recent years, with jewellery increasingly becoming part of everyday fashion rather than being purchased exclusively for festivals and family celebrations.
Candere has built its collections around this trend by offering contemporary, minimalist and versatile designs suited for work, travel, casual outings and daily wear.
Commenting on the association, Smriti Mandhana said jewellery has become an extension of personal style rather than an accessory reserved for special events.
“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 said.
Expanding Omnichannel Presence
Candere has rapidly expanded its retail footprint across the country as it strengthens its position in India’s lifestyle jewellery segment.
The company now operates more than 130 retail stores nationwide while continuing to grow its omnichannel business through an integrated online and offline shopping experience. Backed by the legacy of Kalyan Jewellers, the brand focuses on contemporary jewellery designed for modern consumers seeking style, accessibility and everyday elegance.
Industry observers note that the appointment also reflects the increasing commercial value of women’s cricket, with leading brands turning to players such as Smriti Mandhana to engage a new generation of consumers whose purchasing decisions are shaped by authenticity, aspiration and personal expression.
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