Actor, singer and digital creator Anushka Sen has joined NowYouKnow (NYK) as its brand ambassador, marking a key milestone for the young platform that aims to change how Indians discover travel and food experiences.
Founded in 2023 by siblings Krishna and Pia Shivdasani, NowYouKnow positions itself as India’s first social-led recommendations app, built around trust rather than anonymous ratings. Instead of crowded review platforms and algorithm-heavy feeds, NYK prioritises recommendations from one’s own circle, along with a limited number of creators users consciously choose to follow based on shared taste.
Authenticity matters more than ever
The partnership comes at a time when digital audiences are increasingly sceptical of performative content and sponsored recommendations. As discovery has scaled across platforms, people are returning to smaller, more personal signals — advice from friends, familiar creators and voices whose choices feel genuine.
Anushka Sen’s travel and food content fits squarely into this shift. From cafés in Seoul and neighbourhood explorations across Europe to India’s street food culture, her recommendations are rooted in real experiences rather than visibility-driven collaborations. Followers often turn to her for places she genuinely enjoys and revisits, lending credibility to her suggestions.
Her everyday discovery habits — saving notes, curating personal lists and sharing recommendations within her network — closely mirror how most people actually plan travel and food experiences today. This is the behaviour NowYouKnow is formalising into a single, intuitive platform.
More than a face of the brand
Anushka Sen’s association with NowYouKnow goes beyond a conventional brand ambassadorship. She has also taken an equity stake in the company, signalling long-term confidence in its product vision and philosophy. Her visible passion for food, reflected in casual cooking videos and food diaries — from experimenting with ramen to sharing simple home-cooked moments — further strengthens the alignment.
Speaking about the collaboration, Anushka said that travel and food are deeply personal to her, closely tied to memories and emotions she wants to revisit. She noted that recommendations often end up scattered across chats, screenshots and notes, and that NowYouKnow felt intuitive and thoughtfully designed around people whose choices she genuinely trusts. According to her, the platform reflects her own belief in authenticity by making discovery feel intentional, human and community-driven.
Krishna Shivdasani, co-founder and chief executive officer of NowYouKnow, said that recommendations only matter when users understand the person behind them. He added that India’s diversity cannot be reduced to a single aggregated rating and that younger audiences increasingly value honesty over scale. Anushka’s digital presence, he said, embodies the sincerity and lived experience that define NYK.
Cleaning up a fragmented discovery space
Today’s discovery landscape is scattered across WhatsApp chats, bookmarked videos, screenshots and often unreliable online reviews. NowYouKnow aims to bring order to this chaos by offering a private-by-default space powered by one’s own circle, a personal taste graph and a curated set of creators.
With Anushka Sen’s involvement, NowYouKnow enters a new phase of growth focused on rebuilding trust in digital discovery. The platform’s bet is simple but ambitious: the most meaningful recommendations do not come from algorithms, but from people you trust.
