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India is on every luxury brand’s radar, leading to a slew of ambassador appointments over the past few years: Ananya Panday for Chanel, Sonam Kapoor for Dior, Alia Bhatt for Gucci, Priyanka Chopra for Bvlgari, and Deepika Padukone for both Louis Vuitton and Cartier. What all of these women have in common is that they are leading actresses in Hindi cinema, or Bollywood.
So far, the only notable non-Bollywood female face chosen as a brand ambassador is Princess Gauravi Kumari of Jaipur, who was last year named a global ambassador for Jimmy Choo (alongside Gen Z actress Panday) and more recently became the face of Kama Ayurveda — the India-born global beauty brand now owned by Spanish conglomerate Puig. Gauravi has also co-hosted events with Ralph Lauren and Indian designer Anita Dongre in Jaipur.
Experts say more brands should follow suit and find ambassadors away from Bollywood, to forge deeper cultural connections with India.
Gauravi, who is the daughter of Rajasthan’s Deputy Chief Minister Diya Kumari, a Jaipur princess, and the granddaughter of Jaipur’s last ruling Maharaja Man Singh II, represents a new generation of Indian royalty — globally educated, media savvy and a Gen Z who champions her heritage. Since 2019, Gauravi has served as the general secretary of the Princess Diya Kumari Foundation (PDKF), an initiative focused on empowering underprivileged women and girls through skills training, economic independence and cultural preservation. As creative director of The Palace Atelier, a curated store within Jaipur’s City Palace, and co-founder of the PDKF Store, which offers contemporary reinterpretations of traditional Rajasthani craft, she is helping bridge tradition with modernity. “My heritage and personal values always drew me towards a more understated, authentic, culturally rooted expression of Indian luxury,” says Gauravi.
While it has been over 50 years since Indian royals were stripped of their official titles, sovereign power and privy purses, many of the families have retained prominence and influence — and the new generation, including Gauravi, is reimagining what royalty looks like today. This has been amplified by Netflix’s recent hit The Royals, a fictional series spotlighting an Indian royal family grappling with modern challenges, which has become a surprise fashion game changer, inspiring trends through its modern take on aristocratic style.
Sandra Choi, creative director of Jimmy Choo, says the brand looks to champion women who “embody a multifaceted definition of modern luxury”. In Gauravi’s case, this includes the way she taps into Indian tradition and craftsmanship. “But beyond her lineage, it’s her intellect, purpose and contemporary spirit that truly resonate,” adds Choi.
Gauravi’s values make her an appealing choice for brands, says Choi. “Gauravi resonates with a new generation of luxury consumers — those who seek depth and authenticity behind the glamour,” she says. “Gauravi appeals to individuals who appreciate heritage but desire a contemporary interpretation. Her story aligns beautifully with our clients who see luxury not only as a product, but as a narrative of values, identity and modern sophistication. She represents a new kind of global tastemaker — refined, modern and meaningfully connected to her roots.”
Gauravi herself says the ambassador roles came about “quite organically”. “These partnerships were less about conventional endorsements and more about shared values — particularly a nuanced sense of modern Indian identity,” she explains.
With Jaipur — the capital of India’s Rajasthan state — known for its textiles, jewellery and exquisite architecture, it’s also a storytelling opportunity for global brands. “Jaipur has a rich art, design and architectural history, which has inspired creatives across the world. The city was designed to be a hub for artisans to practice and platform their crafts — a tradition which remains today,” Gauravi says. “The recent interest from global luxury houses stems from a deeper shift: a desire to engage with culturally rich destinations. These brands aren’t just leveraging the visual grandeur of the city but also aligning with Jaipur’s legacy of artistry.”
Beyond Bollywood
With high social media followings and celebrity statuses, Bollywood has become the default face of India internationally. Chopra, for example, has 92.3 million followers on Instagram; Bhatt has 86.3 million.
However, while no one can deny the power and reach of Bollywood stars, they may not be the right choice for all luxury brands. “If a brand’s target audience overlaps only partially with a Bollywood actor’s following, the ROI [return on investment] may not justify the spend. Plus, some actors’ Instagram aesthetics don’t always align with the values of brands,” says Arjun Mehra, founder and CEO of C&C Talent, which represents Gauravi alongside her elder brother Sawai Padmanabh Singh of Jaipur (often referred to as the Maharaja of Jaipur), as well as others including Sara Tendulkar, the daughter of former cricket captain Sachin Tendulkar, and pediatrician Dr Anjali Tendulkar, who has dabbled in modelling and has an Instagram following of eight million. Mehra, who was formerly chief business officer of Condé Nast India, adds: “Non-Bollywood options are often more affordable and, in some cases, more authentic.”
Increasingly, brands are waking up to the fact that there is more to India than Bollywood; musicians, sporting icons and tech disruptors are now shaping the country’s cultural conversation. Only a few weeks ago, menswear brand Paul Shark appointed cricketer and former Puma collaborator KL Rahul as its ambassador.
Gauravi believes that, as international brands begin to truly understand India, they will look beyond Bollywood and explore deeper facets of the country’s culture. “There was a time when brand representation in India was almost synonymous with Bollywood, and while that influence remains strong, there is a growing appetite for diversity. Global luxury brands seek distinct voices that reflect different facets of Indian identity through heritage, art and philanthropy,” says Gauravi.
Gauravi’s emergence could pave the way for other royals to work with luxury, including her brother, who has previously walked the runway for Dolce Gabbana at Milan Fashion Week.
Cartier, Louis Vuitton and other maisons have long-standing relationships with royals, dating back to pre-independence India. “India’s royal heritage has a narrative that’s rich, rooted and inherently luxurious,” says Kama Ayurveda founder Vivek Sahni. “With an enduring idea of legacy and refinement, it naturally brings a strong global resonance. Someone like Princess Gauravi Kumari brings this heritage to life effortlessly. She’s not just depicting a lineage, she’s redefining it, as monarchy for a global audience that’s increasingly looking for depth, authenticity and a sense of place in their luxury experiences.”
Choi believes Gauravi and Panday complement each other as ambassadors. “Bollywood continues to be a vibrant force in India’s cultural narrative, and our collaborations with actors like Ananya Panday reflect that,” she explains. “At the same time, our approach [at Jimmy Choo] has always been about embracing a broader spectrum of voices — those who reflect the duality of Indian identity: deeply rooted yet globally aware. Ananya and Gauravi each tell a different story of contemporary Indian luxury, which is something we’re proud to celebrate.”
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