NowYouKnow (NYK), a social-led travel and food recommendation platform, has announced the appointment of Anushka Sen as its brand ambassador. The move reflects the platform’s growing focus on authenticity, personal experiences, and community-driven discovery in an increasingly crowded digital space.
Founded by siblings Krishna and Pia Shivdasani, NowYouKnow was created to solve a common problem: recommendations are everywhere but scattered. From WhatsApp chats and Instagram saves to personal notes, people struggle to keep track of places they want to visit. NYK brings these recommendations together in one place, focusing on suggestions from people users trust: friends, family, and a small group of creators whose tastes align with their own.
The association with Anushka Sen fits naturally with this vision. Known as an actor, singer, and popular digital creator, Anushka regularly shares travel and food experiences rooted in personal choice. Her content highlights places she truly enjoys, whether it is a café she revisits while travelling abroad or street food spots she loves in India. This honest, experience-first approach mirrors NYK’s belief that the best recommendations come from genuine personal stories, not ratings or trends.
This partnership is more significant because Anushka Sen has taken an equity stake in the company. This signals deeper involvement beyond a traditional brand endorsement. Her long-standing interest in food and travel, shown in her cooking videos and travel diaries, adds credibility to her association with the platform.
Speaking about the collaboration, Anushka described travel and food as deeply personal parts of her life, closely tied to memories and emotions. She shared how recommendations are constantly exchanged among friends but often get lost across different apps and chats. According to her, NowYouKnow stood out because it felt intuitive, private, and human, built around trust and shared experiences rather than mass opinions.
Krishna Shivdasani, Co-Founder and CEO of NYK, echoed this sentiment, emphasizing that choice is personal and that a recommendation only matters when you understand the person behind it. He noted that India’s diversity cannot be captured by a single rating, and that today’s young users value honesty and context—qualities Anushka strongly represents.
With this partnership, NowYouKnow positions itself as a meaningful alternative to generic review platforms, aiming to make travel and food discovery more intentional, personal, and real for a new generation.