Shah Rukh Khan (SRK), the iconic Bollywood actor, has recently been announced as the brand ambassador for Candere, a lifestyle jewellery brand under the House of Kalyan Jewellers. This collaboration marks a significant step in Candere’s journey to redefine jewellery experiences for modern Indian consumers. SRK x Candere
Table of Contents
Introduction
The Indian jewellery industry is witnessing a transformation, with consumers seeking pieces that reflect their personality and lifestyle. Candere, known for its contemporary designs and digital-first approach, aims to cater to this evolving demand. The association with Shah Rukh Khan, a cultural icon with timeless appeal, aligns with Candere’s vision to celebrate individuality and meaningful gifting.
About Candere
Founded in 2013 by Rupesh Jain, Candere has grown from a digital jewellery platform to a prominent lifestyle jewellery brand. In 2017, it became a part of the Kalyan Jewellers family, further strengthening its market presence. Candere offers a diverse range of jewellery, from everyday wear to special occasion pieces, catering to the modern consumer’s needs.
The Collaboration: SRK x Candere
On May 20, 2025, Candere announced Shah Rukh Khan as its brand ambassador. This partnership is more than just a celebrity endorsement; it’s a strategic move to connect with a broader audience. SRK’s charisma and emotional connect resonate with Candere’s values of celebrating personal stories and modern lifestyles.
Ramesh Kalyanaraman, Director of Candere, stated, “In Shah Rukh Khan, we found a partner whose cultural resonance, timeless appeal, and emotional connect mirror the values we stand for.”
Marketing Campaigns and Public Reception
The collaboration has been launched with a multimedia campaign spanning digital platforms, television, print, and in-store experiences. The campaign emphasizes themes like self-expression, individuality, and meaningful moments, aiming to resonate with Gen Z and millennial consumers.
The public response has been overwhelmingly positive, with fans appreciating the synergy between SRK’s persona and Candere’s brand ethos. Social media platforms are abuzz with discussions about the collaboration, indicating a successful brand engagement strategy.
Product Highlights
As part of the collaboration, Candere has introduced exclusive pieces inspired by Shah Rukh Khan’s style. One notable item is the “S for SRK Platinum Pendant,” symbolizing elegance and personal expression. Candere by Kalyan Jewellers
These collections aim to blend traditional craftsmanship with contemporary designs, appealing to consumers seeking jewellery that reflects their individuality.
Conclusion
The partnership between Shah Rukh Khan and Candere signifies a new era in the Indian jewellery industry, where storytelling and personal expression take center stage. By aligning with a cultural icon like SRK, Candere reinforces its commitment to offering jewellery that resonates with modern consumers’ aspirations and lifestyles.
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1 Candere signs Shah Rukh Khan as Brand Ambassador
2 Is SRK Starting His Own Jewellery Brand With Candere Or Just Flexing? Internet Wants Answers!
