Candere Appoints Smriti Mandhana as Brand Ambassador

By: Women Entrepreneurs Review Team | Monday, 29 June 2026

Candere, a contemporary jewellery brand from the House of Kalyan Jewellers, has appointed ace cricket star Smriti Mandhana as its newest brand ambassador. Smriti’s impressive cricket career displays a legacy of excellence, resilience, and genuineness making her a prominent personality within the Indian sports community and a perfect fit for the collaboration.

The tie-up has taken place during a period when women’s cricket experiences a wave of success, as more people and brands are getting interested in it. It also reflects Candere's strategy which revolves around engaging with customers who consider jewellery as a key component of their day-to-day outfits.

This partnership is in line with the broader trend where brands are increasingly looking towards female athletes who have become more influential outside of sports. It is also a testament to how the brand is trying to create greater relevance among fashionable audiences by building up its reputation as a go-to place for jewellery for everyday wear.

Key Highlights:

• Candere names Smriti Mandhana as brand ambassador alongside Shah Rukh Khan
• Partnership reinforces Candere's focus on everyday lifestyle jewellery for young consumers
• Celebrity-led strategy to strengthen its position in India's jewellery market

Commenting on the association, Smriti said, “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.”

Capitalizing on the strengths of its parent organization, Kalyan Jewellers, Candere has established itself as a pan-India jewellery retailer with more than 130 outlets in India along with an omnichannel system that ensures smooth experience through online and offline channels.

The modern and stylish jewellery range of Candere has been created keeping in mind the needs of contemporary customers who wish to have fashion-oriented, flexible and affordable jewelry pieces for both informal and formal occasions.

With increasing competition in India’s organized jewellery sector, brands are increasingly looking to appoint high-profile brand ambassadors that can create an emotional connect. For Candere, Smriti’s joining marks another celebrity appointment as the company seeks to make a mark for itself in the growing lifestyle jewellery market segment.

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 Shahrukh 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 connect with audiences across the country.”

Alongside Shah Rukh Khan, Smriti will work as an ambassador of the prestigious brand and its campaign. Two big names coming from the world of sports and entertainment will be seen in this move of the brand that aims at reaching out to a larger number of Indians through its jewellery.