Candere, the lifestyle jewellery brand from Kalyan Jewellers, is looking to strengthen its appeal among younger buyers and style-conscious consumers through its latest brand partnership with Indian cricketer Smriti Mandhana.
The company believes Mandhana’s popularity, confidence and modern image make her a strong fit for the brand, which has been steadily building its presence in India’s organised jewellery market. With more young shoppers now looking for jewellery that feels fashionable, lightweight and easy to wear every day, Candere hopes the association will help it connect better with this growing audience.
Mandhana, one of India’s most recognised women cricketers, has built a strong fan base both on and off the field. Her clean image, strong performances and relatable personality have made her a favourite among young consumers, especially women who see her as a symbol of ambition and individuality. Candere expects that connection to help the brand reach customers who want jewellery that reflects personal style rather than only traditional occasions.
The partnership will be used across Candere’s marketing campaigns, including digital platforms, social media and other promotional channels. The brand is expected to highlight jewellery pieces that suit everyday wear, gifting and modern celebrations, while still keeping a touch of elegance and tradition.
For Candere, the move comes at a time when jewellery brands are competing harder for younger customers who shop online and prefer convenience, variety and contemporary designs. The company has been expanding its reach through both digital and physical stores, and the new association is likely to support that growth strategy.
Mandhana’s involvement also reflects a wider trend in the jewellery industry, where brands are increasingly turning to celebrities who can speak to younger, aspirational buyers. Her association is expected to give Candere a fresh identity and help it stand out in a crowded market.
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