Kalyan Jewellers has announced actor Sara Ali Khan as its new brand ambassador. She joins the brand’s existing ambassadors, Amitabh Bachchan and Katrina Kaif, as the company expands its consumer engagement across regions and generations. According to the company, the association is aimed at strengthening its connect with younger consumers while continuing to position the brand around its established values of trust, transparency and craftsmanship.

Sara Ali Khan will feature in Kalyan Jewellers’ upcoming integrated marketing campaigns across television, digital, print, outdoor and in-store platforms. The campaigns will showcase the retailer’s jewellery portfolio for celebratory occasions.

Commenting on the announcement, 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.”

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.”

The appointment forms part of Kalyan Jewellers’ ongoing branding and marketing strategy as it continues to expand its presence across India and international markets.