Candere, the lifestyle jewellery brand from the House of Kalyan Jewellers, has appointed Indian cricket star Smriti Mandhana as its new Brand Ambassador, marking another significant step in the brand’s growth journey. Joining Shah Rukh Khan, Mandhana will help Candere strengthen its connection with India’s young, style-conscious consumers as the brand continues to expand its omnichannel presence and redefine everyday jewellery.
The partnership reflects Candere’s evolving D2C business India strategy, where jewellery is increasingly positioned as an essential part of everyday fashion rather than being reserved for special occasions. As consumer preferences shift towards contemporary, versatile designs, the brand is investing in stronger brand storytelling, celebrity partnerships, and omnichannel experiences to accelerate long-term growth. Such strategic collaborations continue to shape D2C market trends, D2C brand building stories, and Direct-to-consumer India, making them an important part of today’s D2C news India and D2C industry news.
Backed by Kalyan Jewellers, Candere has steadily expanded into one of India’s leading lifestyle jewellery brands with a growing portfolio designed for work, leisure, and celebrations. Today, the company operates more than 130 retail stores across the country while simultaneously strengthening its digital platform, highlighting a successful Omnichannel D2C strategy that blends offline retail with ecommerce. This continued retail expansion reinforces the brand’s long-term D2C expansion plans while responding to evolving D2C consumer behavior India.
Mandhana’s appointment also reflects the increasing importance of celebrity-backed D2C startups and consumer brands using influential personalities to deepen customer engagement. Her image of confidence, authenticity, and ambition aligns naturally with Candere’s positioning among modern consumers who seek premium yet accessible jewellery for everyday wear. Alongside Shah Rukh Khan, the partnership gives Candere a strong brand identity capable of resonating across diverse consumer segments.
As India’s jewellery market continues to evolve, brands are investing beyond product innovation by building emotional connections with consumers through digital engagement, influencer marketing, and omnichannel retail experiences. Candere’s latest move reinforces its ambition to remain at the forefront of the country’s premium lifestyle jewellery category while continuing to scale across physical retail and digital commerce.
For the broader D2C ecosystem India, Candere’s expansion highlights how established consumer brands are embracing modern branding, celebrity partnerships, and omnichannel growth to strengthen market leadership. As the lifestyle jewellery category continues to grow, Candere is well positioned to capture the next wave of demand through innovation, accessibility, and customer-first brand building.
Source: Based on reporting, with additional editorial adaptation and analysis.