Kalyan Jewellers has appointed Sara Ali Khan as its newest brand ambassador, expanding its roster of celebrity faces as it looks to strengthen its connect with younger consumers while reinforcing its legacy of trust and craftsmanship.
Sara joins Amitabh Bachchan and Katrina Kaif as the face of the jewellery brand and will feature in upcoming integrated campaigns across television, digital, print, outdoor and in-store platforms, showcasing Kalyan Jewellers' portfolio of jewellery collections.
The company said the association reflects its strategy of connecting with a new generation of consumers while staying rooted in its core values of transparency, quality and craftsmanship.
Commenting on the partnership, Ramesh Kalyanaraman, Executive Director, Kalyan Jewellers, said, "At Kalyan Jewellers, we celebrate the values, relationships and milestones that jewellery comes to represent in people's lives. Sara embodies a refreshing balance of confidence and authenticity. She represents a new generation of Indian women who are intellectually curious, culturally rooted and unapologetically themselves. That makes her a natural fit for Kalyan Jewellers and the values we have stood for over the years. We are delighted to welcome her to the Kalyan family and look forward to a meaningful association."
Speaking on the association, Sara Ali Khan said, "Kalyan Jewellers has earned the trust of generations through its unwavering commitment to quality, craftsmanship and transparency. For me, jewellery is deeply personal—it carries memories, celebrates relationships and becomes part of life's most meaningful occasions. I admire how Kalyan Jewellers continues to honour India's rich traditions while evolving with the aspirations of today's consumers. I am excited to be part of this journey."
With this partnership, Kalyan Jewellers aims to deepen its appeal among younger consumers while continuing to position itself as a trusted jewellery brand across India and international markets.
