Bhima Jewellers has announced actor Janhvi Kapoor as its brand ambassador as the jewellery retailer seeks to strengthen its connection with consumers across India while building on its century-old legacy.

According to the company, the appointment aligns with its strategy of expanding its presence across markets while continuing to highlight craftsmanship, trust and cultural heritage. The retailer said the partnership is aimed at strengthening its relevance among a new generation of consumers while maintaining the values associated with the brand.

Bhima Jewellers said Kapoor's South Indian heritage and nationwide recognition reflect its own journey of taking its South Indian legacy to consumers across the country. The company added that the collaboration brings together heritage, tradition and contemporary aspirations.

Commenting on the association, Janhvi Kapoor said, “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.”

A Bhima spokesperson said, “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 company said the association forms part of its efforts to deepen consumer engagement across regions while supporting its national brand positioning.