Chanel has named Hindi film star Ananya Panday as its first-ever brand ambassador for India, as the country emerges as a focal point for the global luxury industry.
In just six years, the 26-year-old has become one of her generation’s most prominent stars and fashion icons. Daughter of actor Chunky Panday and reality TV personality Bhavana Pandey, the actor has earned critical acclaim and commercial success through her performances in “Call Me Bae” (2024), “Kho Gaye Hum Kahan” (2023), and “Gehraiyaan” (2022).
Panday’s appointment was widely anticipated by industry experts, following her appearance at Chanel’s Spring/Summer 2025 show in Paris. Her frequent outings in the brand — spotted at events like BoF’s Mumbai dinner — alongside regular brand mentions to her 25.9 million Instagram followers and being styled in the brand for recent covers of Vogue India and Grazia India, signalled a budding affiliation.
In 2005, Chanel was among the first luxury brands to enter India. It has since built a quiet yet steady presence in the country — a fashion boutique in New Delhi, seven fragrance and beauty stores across cities including New Delhi, Noida, Gurugram, Mumbai and Bengaluru, three airport retail touchpoints, and the launch of e-commerce last year.
“Ananya characterises a generation of evolving tastes and fiercely independent identities who navigate the world with their curiosities,” Chanel exclusively told BoF. “Her values resonate with Chanel making her the perfect choice to represent the house.”
According to Panday, the brand embodies “the essence of personal liberation, empowering one to boldly embrace their individuality with timeless elegance.”
Aligning with an ‘It girl’ like Panday underscores the brand’s efforts to strengthen its presence in the India market while also engaging a younger generation of shoppers. Annual luxury goods spending by Indian consumers is expected to roughly triple by 2030, reaching €25 to €30 billion ($28-32 billion), according to Bain & Company.
Panday is also the face of Swarovski and has previously fronted Jimmy Choo’s India campaigns while endorsing a diverse portfolio of brands like Lakmé, Beats and Timex.
While recent years have seen tie-ups between luxury brands and Indian actresses such as Sonam Kapoor (Dior), Alia Bhatt (Gucci), and Deepika Padukone (Louis Vuitton, Cartier), Panday is the first of her generation to secure a prestigious ambassadorship with a heritage brand like Chanel.
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Fashion brands like Dior, Ralph Lauren and Jimmy Choo are cosying up to a new generation of actresses, socialites and aristocrats who capture the zeitgeist in India’s rapidly growing luxury market.
