Bhima Jewellers has appointed actor Janhvi Kapoor as its brand ambassador as the jewellery retailer seeks to strengthen its presence across India and broaden its consumer base.

The association is part of the company's strategy to build a national brand while retaining its South Indian heritage and legacy of craftsmanship. Bhima Jewellers said Kapoor's South Indian roots and pan-India popularity align with its plans to engage consumers across regions and generations.

The company aims to strengthen its relevance among younger consumers while continuing to emphasise trust, craftsmanship and cultural heritage. The partnership is also intended to connect the retailer's traditional identity with the preferences of contemporary jewellery buyers.

Commenting on the association, 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 Jewellers 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.”

The spokesperson added that Kapoor's connection to her roots and popularity across India align with the company's values and its efforts to build stronger consumer relationships across markets.

The appointment comes as established jewellery retailers increasingly use celebrity partnerships to widen brand visibility and reach new consumer segments while maintaining their heritage positioning.