The Role of Trust and Familiar Faces in Kalyan Jewellers’ Growth

Kalyan Jewellers is one of India’s top jewellery brands, known for using big names like Amitabh Bachchan and Katrina Kaif, along with regional stars and influencers. This page shows how Kalyan builds trust and connects with people across the country through smart, people-first marketing.

Kalyan Jewellers is one of India's most well-known jewellery brands. According to The Economic Times, in the financial year 2024-25, the company reported a consolidated revenue of Rs. 25,045 crore, marking a 35% increase from the previous year. Its net profit also rose by nearly 20%, reaching Rs. 714 crore.

The brand has been expanding rapidly, opening 136 new stores in the last fiscal year, bringing the total to 351 stores by March 2025. This growth includes a mix of its premium "Kalyan" brand and the more affordable "Candere" brand.

Kalyan's success isn't just about numbers; it's also about how the brand connects with people. By working with well-known celebrities and social media influencers, Kalyan builds trust and stays relevant in a competitive market. This mix of traditional and modern marketing helps the brand reach a wide range of customers.

The Power of Celebrity Endorsements in Kalyan Jewellers' Strategy

In India, people have a strong connection with film stars. These celebrities are not just entertainers; they are role models, style icons, and trusted public figures. When a famous actor promotes a product, it makes the product look more trustworthy. This is especially true for jewellery, where trust is everything. People don’t buy gold or diamonds casually. They want to be sure the brand is honest and the quality is good. Seeing a well-known face wearing the jewellery gives people confidence.

1. Kalyan Jewellers’ Star Cast

Kalyan Jewellers has always worked with some of the biggest names in Indian cinema. Amitabh Bachchan and Jaya Bachchan have been a part of the brand for many years. Their presence makes the brand feel strong, respectful, and family-focused. When people see the Bachchans in a Kalyan ad, they see a couple that has stood the test of time, just like jewellery passed down through generations.

Kalyan Jewellers has also brought in Katrina Kaif, who connects well with modern customers. Her style, grace, and strong screen presence make her a great choice. She appeals to both young and older women who admire her journey and fashion sense. Ads featuring Katrina often focus on new-age brides, family bonds, and emotional moments, which makes the brand feel warm and personal.

Other stars like Samantha Ruth and Rashmika Mandanna have also been part of celebrity endorsements by Kalyan Jewellers. They connect well with South Indian audiences and the younger crowd. These choices are not random. They are carefully made to reach different groups of customers in different parts of the country.

2. Stars from Every Region

Kalyan Jewellers doesn’t stop with Bollywood. The brand understands how important language and culture are in India. That’s why they work with big regional actors too. These include:

1. Prabhu Ganesan in Tamil Nadu

2. Nagarjuna in Andhra Pradesh and Telangana

3. Shiva Rajkumar in Karnataka

4. Manju Warrier in Kerala

These stars are trusted by people in their states. They speak the local language, understand the traditions, and feel familiar. When these actors appear in a jewellery ad, it feels honest and relatable. People are more likely to believe what they say and connect with the message.

3. Local Ads That Feel Real

Kalyan's use of local and national celebrities is smart and simple. In a country as big and diverse as India, a one-size-fits-all approach doesn’t work. A jewellery ad in Kerala with Manju Warrier feels more real than one with a star who doesn’t speak Malayalam. The same goes for Nagarjuna in Telugu-speaking areas or Shiva Rajkumar in Karnataka. It feels personal when someone from your own state speaks to you.

These local ads are not only in the right language, but they also show scenes from real life, like a wedding, a festival, or a family celebration. This makes people feel seen and understood. It’s not just about selling jewellery. It’s about being part of the customer’s life story.

4. Why It Works So Well

By mixing national stars like Amitabh Bachchan and Katrina Kaif with local favourites like Nagarjuna or Manju Warrier, Kalyan reaches all types of customers. Some people connect more with big Bollywood names, while others feel closer to local actors. Kalyan makes sure there’s someone familiar on screen no matter where the ad is shown.

This mix of faces helps build trust and keeps the brand close to the hearts of many people across India. And when it comes to jewellery, that feeling of trust makes all the difference.

Strong Growth Backed by Smart Marketing and Trusted Faces

Kalyan Jewellers’ Influencer Marketing Approach

Kalyan Jewellers understands that while celebrities build broad brand recognition, social media influencers offer a more personal connection with specific audiences. To tap into this, Kalyan collaborates with various influencers, including fashion enthusiasts, wedding stylists, and jewellery aficionados, primarily on platforms like Instagram and YouTube.

1. Engaging Influencers for Key Campaigns

During significant occasions such as new collection launches, weddings, and festivals like Diwali, Akshaya Tritiya, or Onam, Kalyan invites influencers to showcase their jewellery. These influencers share photos and videos wearing Kalyan pieces, discussing their experiences in a relatable manner. This approach feels more like a friend sharing a recommendation than a traditional advertisement.

2. Diverse Influencer Profiles

Kalyan Jewellers collaborates with a range of influencers to reach different audience segments:

• Micro-influencers: Individuals with smaller but dedicated followings, offering authentic engagement.

• Fashion and bridal influencers: Creators who specialise in wedding attire and styling, aligning well with Kalyan's bridal collections.

• Jewellery experts: Influencers who focus on jewellery details, providing in-depth looks at design and craftsmanship.

• Regional influencers: Content creators who communicate in local languages, connecting with regional audiences.

These influencers often present Kalyan Jewellers' products in everyday settings, be it bridal preparations, festive celebrations, or casual outings, making the pieces feel accessible and relevant.

3. Platforms for Influencer Content

Kalyan's influencer collaborations are prominently featured on:

• Instagram: Through reels, posts, and stories, influencers showcase jewellery pieces in dynamic and engaging formats.

• YouTube: Influencers create detailed reviews or vlogs, often highlighting Kalyan's jewellery in the context of weddings or festivals.

• Regional apps like ShareChat and Moj: These platforms help Kalyan reach audiences in smaller towns and those who prefer content in regional languages.

4. Highlight - Kerala Soirees Event

In a notable initiative, Kalyan organised exclusive events at their revamped showrooms in Kochi and Thrissur, inviting 50 influencers and bloggers from Kerala. These events aimed to showcase the brand's unique shopping experience and extensive jewellery collection. Attendees received personalised tours highlighting the intricate design details and cultural significance of select pieces.

The events also featured a fashion show where influencers modelled handcrafted jewellery that reflected the region's ethos. Post-event, these influencers shared their experiences on social media, emphasising the craftsmanship and personalised service they encountered.

What Makes Their Strategy Work?

• Kalyan Jewellers tells stories that feel real about families, festivals, and love.

• They use big stars for strong trust and local actors for better connection.

• Influencers help show jewellery in a simple, relatable way.

• Their content is made for each region: different languages, different faces, same message.

• They keep the message clear: quality, trust, and tradition.

What Brands Can Learn from Kalyan Jewellers

Kalyan Jewellers has built strong trust with people across India. Their approach is smart, simple, and rooted in understanding the customer. Other brands, no matter the size, can pick up some good ideas from how Kalyan does things.

1. Pick Faces That Match Your Brand

It’s not just about using a famous face. It’s about picking someone who fits what your brand stands for. Kalyan chose Amitabh and Jaya Bachchan because they stand for trust and tradition. That’s exactly what people look for in jewellery. The match feels natural, not forced. Brands should think about this. Pick people who feel right for your product and your audience.

2. Use Different Faces for Different Places

India is a mix of many languages and cultures. Kalyan knows this well. That’s why they work with different stars in different regions. Nagarjuna speaks to people in Andhra Pradesh and Telangana. Manju Warrier connects with shoppers in Kerala. This makes customers feel like the brand belongs to them. It’s a local approach that works better than one-size-fits-all.

3. Mix Celebrities and Influencers

Celebrities bring attention. Influencers bring connection. Kalyan Jewellers uses both. The big stars help the brand get noticed everywhere. Influencers make the jewellery feel more real and close. They show it in daily life, during weddings, family events, or festivals. This mix helps the brand reach all kinds of people, from TV watchers to Instagram users.

4. Be Present on the Right Platforms

Kalyan  Jewellers posts on Instagram, YouTube, and even local apps like Moj and ShareChat. They know not everyone watches TV. Many people scroll through their phones for ideas. Kalyan goes where the people are. That’s smart. Brands should find out where their audience spends time and post there. Don't waste money in places your customers don’t visit.

Final Thoughts

Kalyan Jewellers has shown that using both big celebrities and everyday creators works well. It builds trust, reaches more people, and makes the brand feel closer to customers. By mixing traditional stars with new-age influencers, Kalyan keeps its image strong and fresh.

Want to team up with top celebrities or influencers like Kalyan Jewellers did? We’re here to help you find the right faces for your brand. Whether you’re looking for a movie star for celebrity endorsements, a social media creator for influencer marketing, or a well-known personality for event appearances like the Kerala Soirees Event, we’ve got you covered. Let’s make your next campaign feel personal, trusted, and truly memorable. Get in touch with us today!