NowYouKnow (NYK), India’s first social-led travel and food recommendation platform, has partnered with actor, singer and digital creator Anushka Sen as its brand ambassador. Founded by siblings Krishna and Pia Shivdasani, NYK is focused on how young Indians discover and share places by grounding discovery in trust, prioritising recommendations from one’s personal network, alongside a limited number of creators users choose to follow based on shared taste.
The partnership comes at a time when authenticity has become an important factor online. Audiences are increasingly seeking recommendations rooted in real experience and personal trust. As discovery has scaled, people have begun to value smaller, more personal signals again, the opinions of friends, creators and people whose taste they understand. Anushka Sen sits at the centre of this shift. Her travel content is valued because it is experiential rather than performative. From cafés in Seoul and neighbourhoods across Europe to India’s street food culture, her audience turns to her for places she returns to and believes in, not those amplified for visibility.
Her natural behaviour, maintaining personal lists, saving notes and sharing recommendations within her network, mirrors the way people discover and plan today. This is the behaviour NYK is formalising into a single platform. Anushka’s association with NYK goes beyond ambassadorship; her decision to take an equity stake underscores her conviction in the product and its mission to rebuild trust in discovery. Her interest in food, reflected through her cooking videos, further aligns with the platform. From experimenting with ramen to sharing simple cooking diaries, her approach is grounded in relatability, qualities that sit at the heart of NYK.
Today’s discovery landscape is fragmented, spread across WhatsApp chats, screenshots, bookmarked videos and online reviews. NYK brings these into one space, offering a platform powered by personal networks, individual taste graphs and selected creators.
With Anushka’s involvement, NYK enters a new phase of growth anchored in a simple idea: the best recommendations don’t come from algorithms, they come from people you trust.
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, said, “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.”
