Candere names Smriti Mandhana as brand ambassador alongside SRK

MUMBAI: Another day, another partnership but this one is set to score beyond the boundary. Candere is betting that cricketing credibility and contemporary style make a winning combination. Lifestyle jewellery brand Candere, from the House of Kalyan Jewellers, has appointed Indian cricketer Smriti Mandhana as its new brand ambassador, joining Shah Rukh Khan as the face of the brand in a move aimed at strengthening its appeal among young, modern consumers.

Mandhana’s appointment comes as women’s cricket continues to enjoy unprecedented popularity in India, with the left-handed batter emerging as one of the country’s most recognisable sporting personalities. Her association reflects Candere’s positioning of jewellery as an everyday style statement rather than something reserved for weddings and festive occasions.

The brand said Mandhana’s image of consistency, authenticity and confidence aligns with its evolving identity as a lifestyle jewellery label catering to consumers who increasingly view jewellery as an extension of their personal style.

With Shah Rukh Khan and Smriti Mandhana fronting its campaigns, Candere is bringing together two personalities from different worlds to reflect the changing aspirations and diverse tastes of Indian consumers.

The partnership also underscores a wider trend of brands turning to women athletes, whose growing influence extends well beyond sport, as they seek stronger connections with younger audiences and lifestyle-focused consumers.

As competition intensifies in India’s organised jewellery market, brands are increasingly investing in high-profile ambassadors to build stronger emotional resonance. For Candere, Mandhana’s arrival adds another star to its line-up as it looks to expand its footprint in the fast-growing lifestyle jewellery segment.