MAM
Bhima Jewellers names Janhvi Kapoor as its brand ambassador
Actor to front century old jewellery brand as it expands its appeal across India
MUMBAI: Every jewel tells a story and Bhima Jewellers has found a new face to help tell its next chapter. As the century-old jewellery retailer sharpens its national growth ambitions, Bhima Jewellers has appointed actor Janhvi Kapoor as its new brand ambassador, banking on her cross-generational appeal to strengthen connections with consumers while reinforcing the brand’s heritage-led identity.
The partnership comes as Bhima Jewellers continues to expand its footprint across markets, blending its South Indian legacy with a broader pan-India strategy. The company said Kapoor’s South Indian roots and nationwide popularity make her a natural fit for a brand looking to balance tradition with contemporary aspirations.
With a legacy spanning 100 years, Bhima Jewellers has built its reputation around craftsmanship, trust and jewellery that marks life’s milestones. The latest celebrity association is aimed at making the brand more relevant to younger consumers without diluting the values that have defined it for generations.
The collaboration also reflects a wider trend in India’s jewellery sector, where established heritage brands are increasingly turning to high-profile celebrities to widen their reach while preserving their cultural identity. For Bhima, Kapoor’s connection to South India aligns with its own journey of taking a regional legacy to audiences across the country.
Speaking about the association, Kapoor said jewellery has always been closely tied to her family’s celebrations and milestones, adding that Bhima Jewellers’ 100-year legacy of trust, tradition and timeless craftsmanship made the partnership especially meaningful.
A spokesperson for Bhima Jewellers said the brand sees jewellery as more than an ornament, describing it as a carrier of memories, emotions and traditions across generations. The company added that Kapoor’s authenticity, elegance and appreciation for her roots reflect the values that have long defined the brand.
The appointment marks another step in Bhima Jewellers’ brand-building strategy as competition intensifies in India’s organised jewellery market, where heritage, celebrity influence and emotional storytelling are increasingly shaping consumer choice.
