Chanel has appointed Ananya Panday as its first brand ambassador for India, marking a significant move as the country becomes an increasingly vital player in the global luxury market.

At just 26, Panday has swiftly ascended the ranks of Bollywood to become one of the most recognisable faces of her generation—both on screen and in fashion. With standout performances in Gehraiyaan (2022), Kho Gaye Hum Kahan (2023), and the recent Call Me Bae (2024), the actor has earned both critical acclaim and commercial appeal. Her growing influence in fashion circles made her appointment with Chanel a widely expected one, especially following her appearance at the brand’s Spring/Summer 2025 show in Paris.

Panday has frequently been seen wearing Chanel, including in editorial shoots for Vogue India and Grazia India, and often tags the brand in posts to her 25.9 million Instagram followers—signalling a partnership in the making.

Chanel was one of the first luxury houses to enter the Indian market in 2005. Over the past two decades, it has cultivated a discreet yet strategic presence: a flagship boutique in New Delhi, seven fragrance and beauty stores across key cities like Mumbai, Bengaluru, and Gurugram, multiple airport locations, and a newly launched e-commerce platform.

In a statement to The Business of Fashion, the French maison said, “Ananya characterises a generation of evolving tastes and fiercely independent identities who navigate the world with their curiosities. Her values resonate with Chanel, making her the perfect choice to represent the house."

Panday echoed the sentiment, saying the brand embodies “the essence of personal liberation, empowering one to boldly embrace their individuality with timeless elegance."

The collaboration signals Chanel’s commitment to strengthening its presence in India while appealing to a younger, aspirational demographic. According to Bain & Company, Indian consumers’ annual spending on luxury goods is expected to triple by 2030, reaching €25 to €30 billion ($28–32 billion).

In addition to her new role with Chanel, Panday is also the face of Swarovski and has led campaigns for brands such as Jimmy Choo, Lakmé, Timex, and Beats by Dre. While luxury brands have increasingly tapped Indian actresses as global or regional ambassadors—Sonam Kapoor for Dior, Alia Bhatt for Gucci, and Deepika Padukone for Louis Vuitton and Cartier—Panday bhas becomethe first from her generation to be embraced by a storied house like Chanel.