MUMBAI: Textile and apparel company S Kumars Nationwide Limited (SKNL) has appointed Shah Rukh Khan as the ambassador of its new brand, Belmonte.

Belmonte is S Kumars’ mid price offering of formals, casuals and accessories targeted at Indian youth. Khan has been quoted as saying that SKNL has been well known for creating brands like Reid and Taylor and Carmichael House, that his association with Belmonte will be a means of “inspiring the youth to succeed on the world stage.”

According to SKNL vice chairman and managing director Nitin Kasliwal, “Shah Rukh is the ideal choice for our youth oriented brand as there are strong synergies between the brand DNA and his star persona.”

S Kumars has under its umbrella, a variety of brands and respective brand ambassadors from the Bollywood fraternity. Reid and Taylor has been associated with Amitabh Bachchan, Tamarind is endorsed by Hrithik Roshan, and Sushmita Sen has been roped to promote Carmichael House for over six months now.

Shah Rukh Khan himself was the brand ambassador for the Mayur brand of suitings from 1995 to 1998, a brand that recently appointed Salman Khan as their new ambassador.

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