Mumbai: Bhima Jewellers has appointed actor Janhvi Kapoor as its brand ambassador as the century-old jewellery retailer looks to expand its reach across India and connect with a wider consumer base. The association is part of the brand’s strategy to strengthen its market presence while continuing to emphasise craftsmanship, trust and cultural relevance.
The partnership brings together Janhvi’s national visibility and Bhima Jewellers’ long-standing association with South Indian jewellery traditions. The brand aims to use the collaboration to engage with younger consumers while maintaining its relationships with customers who have been associated with it across generations.
Bhima Jewellers seeks to connect with a new generation
With a legacy spanning 100 years, Bhima Jewellers has built its reputation around jewellery craftsmanship and its role in family celebrations and important life milestones. The appointment of Janhvi reflects the company’s efforts to appeal to a broader audience while preserving the values associated with its heritage.
The brand sees an opportunity to connect with consumers whose preferences combine traditional designs and cultural significance with contemporary tastes. Janhvi’s popularity across different regions is expected to support this effort and help the retailer strengthen consumer engagement across markets.
The collaboration also highlights a connection between the actor’s association with South India and the jewellery retailer’s regional roots. Bhima Jewellers intends to bring its South Indian heritage to a wider national audience as it pursues further growth.
Janhvi Kapoor on her association with Bhima Jewellers
Sharing her thoughts on the partnership, Janhvi said jewellery had been part of some of her fondest family memories and had carried emotional significance across generations.
“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,” she said.
The actor also acknowledged the retailer’s long history and its emphasis on traditional craftsmanship.
“With a legacy spanning 100 years, Bhima Jewellers beautifully reflects trust, tradition, and timeless craftsmanship, and I’m delighted to join its legacy,” Janhvi added.
Her statement underlines the emotional and cultural associations that jewellery holds for families, a theme the brand hopes to highlight through the partnership.
Brand highlights trust, tradition and craftsmanship
A spokesperson for Bhima Jewellers said the company views jewellery as more than an ornament, describing it as something connected to memories, emotions and traditions shared across generations.
The spokesperson welcomed Janhvi to the brand, citing her warmth, elegance and appreciation of her roots as qualities that align with its values.
The company said it looked forward to celebrating meaningful connections, personal milestones and enduring traditions through the association.
The appointment reflects a wider approach in jewellery retail, where established brands seek to preserve their heritage while adapting their communication to changing consumer expectations. Celebrity partnerships can help brands improve visibility and introduce their offerings to audiences beyond their traditional markets.
A century of jewellery retail
Bhima Jewellers was founded in 1925 by Shri K. Lakshminarayana Bhattar. Over the decades, the company has established a presence in South India, building its business around jewellery craftsmanship and customer relationships.
According to the company information provided, Bhima currently operates 21 stores across Karnataka, Andhra Pradesh and Tamil Nadu, in addition to an e-commerce platform. Its combination of physical stores and online retail allows it to serve customers through both traditional shopping experiences and digital channels.
With Janhvi Kapoor joining as brand ambassador, the retailer aims to build on this regional foundation and expand its visibility across India. The partnership forms part of its broader growth strategy, which focuses on reaching new consumers while retaining the trust and cultural connections developed over its 100-year history.