NowYouKnow Partners with Anushka Sen as Brand Ambassador for Trust-Led Travel and Food Discovery

NowYouKnow (NYK), a social-led travel and food recommendation platform, has announced a partnership with actor, singer, and digital creator Anushka Sen as its brand ambassador. Founded by siblings Krishna and Pia Shivdasani, NYK is focused on reshaping how young Indians discover and share places by prioritising trust-based recommendations from personal networks and a small group of creators chosen for shared taste.

The partnership comes at a time when online discovery is increasingly shaped by authenticity and personal relevance. As large-scale discovery platforms grow, users are placing greater value on recommendations rooted in real experience, often turning to friends, familiar creators, and people whose preferences they understand. NYK reflects this shift by building discovery around trusted signals rather than broad, aggregated opinions.

Anushka Sen’s travel and food content aligns closely with this approach. Her recommendations are based on places she revisits and experiences she values, ranging from cafés in Seoul and neighbourhoods across Europe to Indian street food. Her audience engages with her content for its experiential nature, rather than performative visibility. This behaviour mirrors how NYK users discover places—through saved lists, personal notes, and shared recommendations within trusted circles.

Anushka’s association with NYK extends beyond brand ambassadorship. She has taken an equity stake in the company, reflecting her long-term belief in the platform’s mission to rebuild trust in discovery. Her interest in food, visible through her cooking videos and shared food experiences, further aligns with NYK’s focus on sincerity and relatability in recommendations.

Speaking about the collaboration, Anushka Sen said, “Travel and food have always been deeply personal for me, they’re tied to memories, emotions and moments I want to revisit. My friends and I are constantly exchanging recommendations, saving places, and making mental lists, but they usually end up scattered across chats and notes. When I learnt of NowYouKnow, it immediately felt intuitive, private and thoughtfully designed around people whose choices I would want to genuinely trust and it’s a community driven idea. I value authenticity deeply, especially online, and NYK reflects that belief by making discovery feel real, intentional and human again. It’s a platform that understands how this generation actually explores, through shared experiences, honest opinions and personal taste, and that’s what truly resonated with me”.

Krishna Shivdasani, Co-Founder and CEO of NowYouKnow, added, “Choice is personal. A recommendation only matters when you understand the person behind it. Anushka’s digital presence is built on sincerity and genuine experiences, values that define NYK. India is too diverse to capture a rating of a place in a single aggregated score. Young India recognises honesty, and Anushka embodies it.”

Today, discovery is often spread across messaging apps, saved screenshots, bookmarked videos, and inconsistent reviews. NYK brings these fragmented behaviours into a single platform organised around personal networks, individual taste graphs, and creators users choose to follow.

With Anushka Sen’s involvement, NowYouKnow enters its next phase of growth with a focus on a simple idea: meaningful recommendations come from people users trust.