The actor is set to represent the 100-year-old South Indian jewellery brand in a bid to expand its national footprint.
Janhvi Kapoor has officially stepped into the spotlight as the new face of Bhima Jewellers. The appointment marks a strategic shift for the 100-year-old jewellery retailer, which was founded in 1925 by Shri K. Lakshminarayana Bhattar and currently operates 21 stores across Karnataka, Andhra Pradesh, and Tamil Nadu.
Bhima Jewellers is looking to use Janhvi’s pan-India visibility and deep-rooted connection to South India to broaden its reach beyond its regional stronghold. The brand sees her authenticity, elegance, and cultural resonance as key assets in engaging younger consumers who value tradition but also seek contemporary relevance.
In her own words, Janhvi described the partnership as deeply personal: "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." She praised Bhima’s legacy of trust, tradition, and craftsmanship — values she says mirror her own family’s relationship with jewellery.
A spokesperson for Bhima Jewellers echoed that sentiment, calling Janhvi a natural fit. "There is an authenticity about her that resonates with the values we hold close," they said, adding that the collaboration will help celebrate "timeless stories, meaningful connections, and special milestones".
The timing is significant. With the brand already operating an e-commerce platform, this ambassadorship is expected to boost digital engagement and drive awareness in urban centres outside South India. It’s not just about visibility, it’s about repositioning Bhima as a national heritage brand without losing its roots.
This isn’t the first time Janhvi has aligned with a legacy brand. Her recent work with fashion labels and lifestyle ventures has shown a consistent interest in blending cultural depth with modern appeal. Now, with Bhima, she’s stepping into a space where every piece carries weight. Not just in design, but in memory.
What comes next? Campaign visuals are expected to roll out in the coming weeks, likely highlighting both regional craftsmanship and Janhvi’s personal journey with jewellery. Whether it translates into sales growth remains to be seen, but one thing’s clear: the brand is betting on her story to tell its own.
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