The brand’s move is intentional, rooted in its purpose of giving women the power of choice and encouraging self-expression
Bengaluru: Aukera, a leading retailer of grown diamond jewellery, has announced celebrated actor Taapsee Pannu as its ‘Partner in Purpose’. The unique association embodies the shared values of female empowerment, individuality and self-expression that both Aukera and Taapsee Pannu passionately stand for.
The partnership announcement has kicked off with a nationwide campaign backed by multiple media platforms, including print, digital and radio, as well asin-store promotions.
Aukera’s unwavering dedication to the celebration of the spirit of womanhood and the pursuit of autonomous choices is the foundation of the initiative. Every step the brand takes is intentional, rooted in its purpose of giving women the power of choice. Taapsee Pannu’s partnership with Aukera further underscores this core vision of inspiring a new generation of women who value independence, self-expression and uncompromising quality.
Notably, in February 2025, Aukera had launched a platform named ‘My Choice My Voice’, celebrating the spirit of womanhood ahead of International Women’s Day, and roped in actor Taapsee Pannu and tennis world champion Sania Mirza, lauded for their ‘fearless choices’ and trailblazing life journeys, as the official brand ambassadors for it.
“At Aukera, we do not make superficial moves. Every decision is purposeful. Our association with Taapsee is no exception,”said Lisa Mukhedkar, Co-founder of Aukera. “Taapsee embodies the essence of choice – she has forged her path with courage, clarity, and conviction. With her as our ‘Partner in Purpose’, we celebrate not just jewellery that sets new benchmarks, but the freedom for women to make deliberate, bold choices.”
“At Aukera, design comes first, which is original, daring and impossible to ignore. And the quality?We’ve set the bar so high, the others use it as their aspiration! I’ve spent time with the team and seen their obsession with every detail, from pushing boundaries in design to building innovation into every creation. So, when people ask me why Aukera, I tell them, it’s not the same, it’s better, and only gets better,” said Taapsee Pannu.
Aukera’s rapid growth is a testament to its commitment to delivering exceptional quality and value to its customers. As the brand continues to expand its presence across India, it remains focused on its mission to make high-quality grown diamond jewellery accessible to everyone. Supported by a recent $15 million Series B funding round, the brand offers a diverse range of thoughtfully curated products ranging from earrings, rings, pendants, bracelets and other everyday essential jewellery, making itrelevant for all.
Founded by Lisa Mukhedkar and Kumar Saurabh, Aukera is a grown diamond jewellery brand with a strong presence across the country. The brand operates 15 retail outlets and has an aggressive, growing portfolio.
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