SRK Becomes the New Face of Candere Jewellery Brand

Candere, the lifestyle jewellery brand from the House of Kalyan, has officially appointed Shah Rukh Khan as its brand ambassador, marking a transformative step in its strategic journey to scale across India’s evolving lifestyle jewellery market.

This collaboration highlights Candere’s mission to move beyond traditional jewellery perceptions—focusing instead on personal expression, meaningful gifting, and jewellery as part of daily self-expression. By onboarding Shah Rukh Khan, a cultural icon with cross-generational appeal, the brand aims to amplify its message and appeal to both younger, digitally native audiences and loyal admirers across age groups.

Shah Rukh Khan will be featured in multi-platform campaigns spanning digital, TV, print, and in-store promotions, enhancing brand visibility and deepening emotional resonance with Indian consumers.

Mr. Ramesh Kalyanaraman, Director of Candere, stated:
“The Indian jewellery industry is undergoing clear segmentation, with consumers increasingly seeking pieces that reflect their personality, align with their lifestyle, and suit specific occasions. Candere is built for this shift - especially for those who are Gen Z at heart: expressive, individualistic, and digitally engaged. In Shah Rukh Khan, we found a partner whose cultural resonance, timeless appeal, and emotional connect mirror the values we stand for. He bridges generations while remaining powerfully relevant to today’s audience. His presence will help us articulate the idea that Candere’s jewellery is no longer just about adornment - it’s a thoughtful, personal expression of identity and intent.”

Candere has made its mark in the design-led, contemporary jewellery segment, especially among modern Indian women. At the same time, it has steadily expanded into the men’s jewellery category, offering one of the market’s more comprehensive collections for male consumers.

Shah Rukh Khan, Brand Ambassador for Candere, shared:
“Jewellery has always been a powerful expression of love, memories, and identity. I’m excited to partner with Candere, a brand from the House of Kalyan Jewellers, which offers a modern and fresh perspective on how people wear and gift jewellery today. It’s elegant, it’s relevant, and it speaks to those who celebrate meaning in every moment.”

Candere’s omni-channel model blends digital innovation with retail presence, allowing customers to explore and purchase through both www.candere.com and a growing network of 75+ physical stores across India. With collections starting at ₹10,000, the brand strikes a fine balance between elegance and affordability, making it an ideal choice for everyday wear and sentimental gifting.