NowYouKnow (NYK), a social-led travel and food recommendation platform, has appointed Actor, Singer and digital creator Anushka Sen as its brand ambassador.
Founded by siblings Krishna and Pia Shivdasani, NYK focuses on discovery through personal networks and a limited set of creators chosen by users based on shared preferences. The platform aims to organise recommendations that are often spread across private messages, notes and saved content.
The partnership reflects a broader shift in online discovery, where users increasingly rely on recommendations from people they know or follow for specific interests. Anushka Sen’s travel and food content centres on places she visits and revisits, including cafés abroad and street food in India. Her approach aligns with NYK’s emphasis on recommendations based on personal experience.
Anushka Sen has also taken an equity stake in the company. Her interest in food, which features in her cooking and travel content, is part of the association with the platform.
Speaking about the collaboration, Anushka Sen said, “Travel and food have always been deeply personal for me, they’re tied to memories, emotions and moments I want to revisit. My friends and I are constantly exchanging recommendations, saving places, and making mental lists, but they usually end up scattered across chats and notes. When I learnt of NowYouKnow, it immediately felt intuitive, private and thoughtfully designed around people whose choices I would want to genuinely trust and it’s a community driven idea. I value authenticity deeply, especially online, and NYK reflects that belief by making discovery feel real, intentional and human again. It’s a platform that understands how this generation actually explores, through shared experiences, honest opinions and personal taste, and that’s what truly resonated with me”.
Krishna Shivdasani, Co-Founder and CEO, said, “Choice is personal. A recommendation only matters when you understand the person behind it. Anushka’s digital presence is built on sincerity and genuine experiences, values that define NYK. India is too diverse to capture a rating of a place in a single aggregated score. Young India recognises honesty, and Anushka embodies it.”
NYK positions itself as a single platform for organising travel and food recommendations, drawing on a user’s network and selected creators rather than broad public ratings.
