Bollywood actor and icon Amitabh Bachchan has been signed on as brand ambassador of Kalyan Jewellers, India’s single largest self owned jewellery chain. The group currently holds a strong concentration in South India, with 35 stores across four southern states.

The tie-up with Mr. Bachchan underlines its focus on becoming the preferred brand for jewellery in India. This year the group is entering new markets of Maharashtra and Gujarat. It plans to touch a turnover of Rs 16000 crores in the current financial year and open 50stores in the global market by 2014.

Mr. T.S. Kalyanaraman, Managing Director, Kalyan Jewellers said; “Mr. Bachchan’s popularity and stardom at an international level is unparalleled. We want to play aggressively in the consumer space and become the most preferred jewellery retail company in the country. Signing on Mr. Bachchan is a strong step towards the evolution of the Kalyan brand and in line with our brand philosophy of trust and credibility”. He further added that, “Kalyan’s products are known for its combination of style and performance and world class quality. With his remarkable appeal across all sections of people in the country, we are confident Mr. Bachchan will communicate our brand’s attributes to our consumers effectively.”

Kalyan Jewellers has conceived an advertising campaign keeping in mind both Indian and international audience. Mr. Bachachan will highlight the qualities of 100% BIS hallmarking, rate tag and also act with the company’s brand ambassadors in Southern India.

Speaking on his endorsement, Amitabh Bachchan said, “Throughout my career I have been very selective about aligning myself with brands. Kalyan Jewellers are an iconic jewellery Brand with a great heritage and strong presence in South India. I’m overwhelmed to partner with them and represent the Brand across India.”

Kalyan Jewellers is the flagship of the prestigious 100-year old Kalyan Group with its origins in textile manufacturing and retailing.The group started its first jewellery store two decades ago with a store in Thrissur, Kerala. Inspired by its founders, Kalyan Jewellers, follows the philosophy of ‘Business for Nation Building’