The India Jewellery Shopping Festival (IJSF), an initiative by the All India Gem and Jewellery Domestic Council (GJC), has enlisted actor-singer Shruti Hassan as its national brand ambassador. Furthermore, Marathi actor Prajakta Mali has been brought on board to represent the festival to the audience in Maharashtra.

Saiyam Mehra, Chairman of GJC, expressed his excitement, saying, "We are thrilled to welcome Shruti and Prajakta into the IJSF family. They are not only style icons but also inspirations to their fans. Their popularity will play a significant role in spreading the word about IJSF among jewellery enthusiasts. GJC envisions the participation of the entire value chain in this event, with the potential to become one of the most eagerly anticipated international jewellery shopping events. We aim to promote 'Jewellery Tourism' in India through IJSF."

Rajesh Rokde, Vice Chairman of GJC, added, "IJSF is delighted to partner with Shruti Hassan and Prajakta Mali as our brand ambassadors. Both of them embody the essence of the modern woman who values our traditions and customs while embracing a contemporary lifestyle. They epitomize glamour, freedom, joy, and fashion, making them a perfect fit for an event like IJSF that appeals to women across the nation."

Manoj Jha, Joint Convenor of IJSF, stated, "We have received positive responses from the jewellery community for the festival. We wanted to ensure strong brand recall among jewellery enthusiasts. After careful consideration, we decided to collaborate with Shruti Hassan and Prajakta Mali, who resonate well with our target audience across all age groups. We are confident that IJSF will be a tremendous success nationwide, and next year, we plan to return with an even larger festival for our buyers and participants."