Actor and digital creator Anushka Sen has come on board as the brand ambassador and investor for NowYouKnow (NYK), a social-first travel and food discovery platform that is positioning itself as an alternative to public ratings and anonymous reviews.
Founded in 2023 by siblings Krishna and Pia Shivdasani, NowYouKnow is built around a simple idea: people trust recommendations from those they actually know. The platform allows users to privately save, organise and share recommendations for restaurants, cafés, bars, hotels and local finds within their personal network, replacing scattered notes, screenshots and chat threads with a single, curated space.
The company said Sen’s association goes beyond a typical celebrity endorsement. Along with lending her face to the brand, she has also taken an equity stake, signalling long-term belief in the product and its direction. NYK believes Sen’s everyday behaviour around saving places, exchanging suggestions with friends and documenting food experiences mirrors how modern consumers discover places today, making her a natural fit for the platform.
Sen, who commands a large and engaged digital following, said travel and food are deeply tied to memory and emotion for her. She noted that recommendations among friends are frequent but often fragmented across apps. According to her, NYK stood out because it felt private, intuitive and rooted in trust rather than popularity metrics. She described the platform as community driven, designed around authentic opinions and personal taste rather than mass validation.
Krishna Shivdasani, co-founder and CEO, said discovery is inherently personal and that a single aggregated rating cannot reflect India’s diversity. He added that recommendations only carry value when the context and credibility of the person sharing them are understood. In his view, Sen’s digital presence, built on relatability and sincerity, aligns closely with NYK’s core philosophy.
As food and travel discovery increasingly shifts away from public reviews toward trusted social circles, NowYouKnow is betting on a model where authenticity, privacy and personal networks define how choices are made. Sen’s involvement strengthens that positioning as the platform looks to scale among young, digitally native users.
