In a bold move, lifestyle jewellery brand Candere, a subsidiary of Kalyan Jewellers, has appointed Bollywood icon Shah Rukh Khan as its brand ambassador to target Gen Z and millennials. Announced on May 20, 2025, this partnership leverages Khan’s timeless charisma and global appeal to redefine jewellery as a symbol of self-expression and modern elegance. The collaboration aims to resonate with younger audiences through multimedia campaigns across digital, TV, print, and in-store platforms. Why this move? Candere seeks to align with the evolving Indian jewellery market, where consumers prioritize pieces reflecting personal identity and lifestyle.
In This Article:
Shah Rukh Khan’s Cultural Resonance
Shah Rukh Khan, often called the “King of Bollywood,” brings unmatched cultural resonance to Candere. His statement, “Jewellery has always been a powerful expression of love, memories, and identity,” reflects the brand’s vision of offering modern, accessible designs starting at Rs 10,000. Ramesh Kalyanaraman, Director of Candere, emphasized Khan’s ability to bridge generations, stating, “His presence will help articulate that Candere’s jewellery is a thoughtful expression of identity.” This aligns with the brand’s expansion into men’s jewellery, capitalizing on the growing trend of bold, statement pieces among younger demographics.
Candere’s Market Strategy
Candere, founded in 2012 and acquired by Kalyan Jewellers in 2017, operates over 75 stores nationwide. The brand’s focus on contemporary designs for both daily wear and special occasions makes it a perfect fit for Khan’s vibrant persona. His recent appearances, flaunting layered necklaces and diamond rings at events like the IPL 2025 opening, have already sparked buzz about his influence on men’s fashion. Social media speculation even hints at Khan potentially launching his own jewellery line, though no official confirmation exists.
A Game-Changer for Candere
This partnership is a game-changer for Candere, blending Bollywood glamour with a fresh perspective on jewellery. As Khan features in dynamic campaigns, the brand is poised to redefine luxury for a digitally engaged, expressive audience, ensuring its place in the evolving Indian jewellery landscape.
By – Manoj
