Bhima Jewellers has appointed actress Janhvi Kapoor as its brand ambassador, marking a strategic move to strengthen its connect with consumers across India while reinforcing its legacy of trust, craftsmanship and tradition.
The partnership comes as the century-old jewellery retailer seeks to deepen its engagement with younger consumers without compromising the values that have defined the brand over generations.
Strengthening national presence
According to the company, Janhvi Kapoor’s blend of South Indian heritage and pan-India appeal makes her a natural fit for the brand. Her popularity across regions and age groups aligns with evolving consumer preferences that embrace both cultural authenticity and contemporary expression.
Bhima Jewellers said the collaboration reflects its efforts to take its South Indian legacy to a wider national audience while remaining rooted in its traditions.
Focus on younger consumers
The company said it has been part of countless family celebrations over the years, creating jewellery that combines timeless craftsmanship with changing consumer tastes. Through the new association, Bhima Jewellers aims to enhance its relevance among a new generation of buyers while continuing to uphold the trust and quality that have long been associated with the brand.
What Janhvi Kapoor said
Janhvi Kapoor said jewellery has always held a special place in her family’s celebrations and milestones.
“Some of my fondest memories are of seeing jewellery become a part of our family’s celebrations and milestones. It holds stories that are passed down through generations. That’s what makes my association with Bhima Jewellers so special. With a legacy spanning 100 years, Bhima Jewellers beautifully reflects trust, tradition, and timeless craftsmanship, and I’m delighted to join its legacy,” she said.
Company’s view
Bhima Jewellers spokesperson said Janhvi Kapoor’s personality and values closely align with the brand’s philosophy.
“At Bhima Jewellers, we have always believed that jewellery is much more than an ornament. It is a part of life’s most treasured moments, carrying memories, emotions, and traditions across generations. Janhvi Kapoor’s warmth, elegance, and deep appreciation for her roots make her a natural fit for our brand. There is an authenticity about her that resonates with the values we hold close, and we are delighted to welcome her to the Bhima Jewellers family. We look forward to celebrating timeless stories, meaningful connections, and special milestones together,” the spokesperson said.
Bhima Jewellers said the partnership underscores its commitment to combining heritage, craftsmanship and contemporary relevance as it expands its footprint and strengthens consumer engagement across the country.