Swarovski Makes Pan-Indian Star Rashmika Mandanna Its Brand Ambassador

Swarovski has made popular Indian actor Rashmika Mandanna its latest celebrity endorser for India, cementing its dedication to one of its fast-emerging markets.

The luxury jeweller is all geared up to tap on the India’s penchant for jewellery, self-expression, and evolving fashion tastes. By making the 29-year-old stylish Pan-Indian entertainment icon the face of its storied brand, it hopes to engage young affluent consumers nationwide.    

Nasr Sleiman, General Manager, Swarovski India, Southeast Asia, and Middle East, said, “Rashmika reflects the evolving identity of today’s Indian consumer – expressive, confident, and unafraid to embrace individuality. As we expand our retail footprint and strengthen our cultural connection with India, her appointment as Brand Ambassador symbolizes Swarovski’s commitment to engaging meaningfully with this dynamic market.”

Rashmika Mandanna enthused, “For me, Swarovski has always represented timeless elegance and emotional connection. It’s more than jewellery – it’s about how it makes you feel: radiant, empowered, and confident. I’m truly honored to represent Swarovski in India and excited to be part of a journey that inspires people to celebrate their individuality while embracing modern glamour.”

According to ASN data, Swarovski has invested US$894k in the Asian sponsorship market since Q422— giving it a 0.9% share of the luxury category spend—with an average quarterly investment of US$74,500k during this period. However, spends have been muted since Q124 pushed by a spate of withdrawals, and the latest deal with Rashmika could be the start of the brand investing in India. In terms of markets, China (82.6%) and Singapore (17.4%) are the main ones, and barring Taipei Charity Marathon and backing the Singapore Ballet, it tends to focus on celebrity endorsements from the entertainment world.