Brands
Aamir Khan and Ranbir Kapoor back QWEEN in ₹1,000-crore luxury jewellery bet
BANGALORE: Bollywood heavyweights Aamir Khan and Ranbir Kapoor have invested in QWEEN, a new experiential luxury jewellery brand positioning itself as India’s first self-discovery-led fine jewellery label, set to launch in February 2026.
The actors’ participation follows a ₹1,000 crore strategic investment by Rosy Blue and Kashikey Co. Ltd., giving the fledgling brand deep financial backing and formidable supply-chain muscle. Kashikey, the century-old Japanese luxury jeweller, supported QWEEN at inception, while Rosy Blue, with six decades of global sourcing expertise, has come on board as a long-term partner.
QWEEN plans to open large-format experiential stores spanning 5,000 to 6,000 sq ft, with its first outlets slated for Bangalore and Delhi. The brand is pitching a less intimidating, more invitational approach to fine jewellery, centred on 100 per cent natural diamonds and gemstones, ethical craftsmanship and purpose-led design aimed squarely at contemporary Indian women.
“I’ve always believed in supporting ideas that are rooted in authenticity and long-term thinking. QWEEN stood out to me as a brand that’s not only building beautiful jewellery but doing it mindfully with respect for people, processes, and purpose. I’m happy to be a part of a journey that is both creative and conscious,” said Aamir Khan.
Ranbir Kapoor framed his association with the brand as personal as much as commercial. “This isn’t just a jewellery brand, it’s a movement that celebrates a woman’s right to be seen, heard, and celebrated on her own terms,” he said, describing QWEEN as bold, fierce, real and precious, and sharply distinct from legacy-driven jewellery traditions.
At the heart of the proposition is scale with scarcity. QWEEN plans to roll out more than 20 collections and over 3,000 SKUs across gold, silver, natural diamonds and gemstones, including seven colours of gold and seven shades of natural diamonds, designed for everyday wear as well as occasion-led purchases.
“QWEEN was built on a simple belief: jewellery should invite self-discovery, not intimidation,” said Amit Kumar, CEO & Founder, QWEEN. “The trust Aamir Khan and Ranbir Kapoor have placed in our brand reinforces our conviction that this is a culturally relevant, long-term opportunity, one that puts women at the centre of the jewellery shopping experience.”
In a market increasingly crowded with mass-produced, FMCG-style jewellery, QWEEN is making a deliberate play for the opposite end of the spectrum, betting that authenticity, experience and all-natural provenance still carry weight. With celebrity capital, global suppliers and a premium retail vision, the brand is entering the arena loudly. Whether it reshapes the category will now be decided on the shop floor.
Brands
MS Dhoni joins Cars24’s Crashfree India as Goodwill Ambassador
Cricketing legend lends his voice to the fight against road fatalities in India.
MUMBAI: MS Dhoni has traded his cricket whites for a new kind of captaincy, one that aims to save lives on India’s roads. The former India captain has been appointed Goodwill Ambassador for Crashfree India, Cars24’s national road safety initiative. The move brings one of the country’s most trusted and disciplined public figures to a cause that desperately needs both credibility and urgency.
India continues to record the highest number of traffic fatalities globally. In 2024 alone, 1,80,000 people lost their lives on Indian roads, one every three minutes. The country has roughly 1% of the world’s vehicles but accounts for 11 per cent of global road deaths. Shockingly, 66 per cent of those killed were between 18 and 34 years old, the most productive age group, and nearly 10,000 were school students. Seven in ten fatalities were linked to overspeeding.
Dhoni, known for his calm judgment under pressure, did not mince words when speaking about the issue. “A vehicle gives you freedom, but it also gives you responsibility,” he said. “On our roads, too many people still see safety as a rule to follow only when someone is watching. That mindset has cost us far too much.”
He added: “We already know what is going wrong. We know how many lives are being lost. What we need now is not more excuses. We need more responsibility, more discipline, and more respect for life.”
For Cars24, the association goes beyond a celebrity endorsement. Founder and CEO Vikram Chopra described Dhoni’s involvement as a game-changer: “His understanding of Indian roads is grounded in lived experience. He holds us to a higher standard and his involvement challenges us to push this mission further.”
Crashfree India aims to shift the national conversation on road safety from reaction to prevention, from accepting deaths as routine to treating them as the urgent failure they are. With Dhoni on board, the initiative gains a powerful, trusted voice that transcends statistics and connects directly with millions of Indians.
In a country where dangerous driving is too often mistaken for confidence, Dhoni’s message is refreshingly clear: true strength lies in control, discipline, and respect for life. When one of India’s most respected captains decides to lead this fight, the conversation suddenly becomes much harder to ignore.
The roads just got a new captain. And this time, the goal is not to win a trophy but to save lives.
