100-year-old Bhima Jewellers names Janhvi Kapoor ambassador
Janhvi Kapoor is the new face of the century-old Bhima Jewellers as the South Indian label expands beyond its 21 stores and three-state base.
Bhima Jewellers has signed Janhvi Kapoor as its brand ambassador, giving the 100-year-old South Indian jewellery house a Bollywood face as it pushes for a wider, more national presence. The announcement frames the pairing as a meeting of legacy and modern star power.
For the actor, it is a return to the kind of family-and-tradition story jewellery brands love to tell. For Bhima, it is a distribution and awareness play: a regional name trying to become a pan-India one without losing its roots.
The brand behind the bling
Founded in 1925 by Shri K. Lakshminarayana Bhattar, Bhima operates 21 stores across Karnataka, Andhra Pradesh and Tamil Nadu, along with an e-commerce platform. That gives it a strong southern base, but the new campaign is aimed at broadening the brand’s reach across regions and demographics.
Janhvi’s countrywide visibility and her own South Indian association are central to that brief. The company has said it wants to introduce its heritage to a wider national audience while continuing to strengthen the relationships it already has.
What Janhvi brings
In her statement, Janhvi linked the deal to jewellery’s place in family milestones and celebrations, calling Bhima a legacy spanning 100 years that reflects “trust, tradition, and timeless craftsmanship.” It is a careful bit of positioning: the star is not just endorsing a product but attaching herself to the idea of inherited stories.
A Bhima spokesperson made the same point about emotion and continuity. “Jewellery is much more than an ornament,” the spokesperson said, adding that Janhvi’s warmth, elegance and appreciation for her roots make her a natural fit.
Why this matters now
The deal is the latest example of a heritage consumer brand using a young Bollywood star to modernise its image. Jewellery in India still carries strong cultural and emotional weight, but purchase journeys are changing. Bhima’s e-commerce push and national ambitions reflect that shift.
- 100 years of brand history the campaign can draw on
- 21 physical stores in three southern states
- One e-commerce platform extending the store network
For Bhima, the collaboration is also about purchase patterns. The brand has said it wants to adapt to changing consumer habits while keeping emotional storytelling at the centre. Janhvi, with her mix of family tradition and contemporary appeal, gives the campaign a ready-made narrative that can travel beyond its home market.
The real test will be whether Janhvi’s visibility converts into consideration outside the brand’s core southern markets. For now, the announcement gives Bhima a warm, recognisable face for the next stage of its long-term growth plan.
Source: bollywoodHungama.com
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