Shah Rukh Khan Named Brand Ambassador for Candere by Kalyan Jewellers

Candere, the online jewellery arm of Kalyan Jewellers, has officially signed Bollywood superstar Shah Rukh Khan as its new brand ambassador.

The collaboration will see Khan fronting Candere’s upcoming multimedia campaigns across digital platforms, television, print media, and in-store branding. The move signals Candere’s strategic push to connect with a younger, style-conscious audience while reinforcing its presence in the competitive jewellery market.

“As the Indian jewellery landscape continues to evolve, consumers are leaning towards designs that resonate with their identity and lifestyle,” said Ramesh Kalyanaraman, Executive Director of Kalyan Jewellers. “Candere is designed for this new wave — especially for those who are Gen Z at heart. Shah Rukh Khan bridges generations and remains a timeless icon, making him the ideal face for our brand.”

Expressing his excitement about the partnership, Khan said, “Jewellery is a deeply personal form of expression — of love, identity, and memory. I’m thrilled to join Candere, a brand that brings a fresh, modern take on how jewellery is worn and gifted today.”

Launched in 2012 by entrepreneurs Rupesh Jain and Ashish Bajaj, Candere began as an e-commerce platform specializing in gold, diamond, gemstone, and platinum jewellery. In 2017, Kalyan Jewellers acquired the brand by purchasing stakes from Singularity Strategic and co-founder Jain, integrating it under the larger Kalyan Group umbrella.

Today, Candere boasts a rapidly growing retail footprint with more than 75 stores nationwide, combining its digital-first origins with a strong physical retail presence.

The partnership with Shah Rukh Khan marks a new chapter for Candere as it aims to expand its appeal and solidify its position in the modern jewellery market.