Anushka Sen joins NowYouKnow as brand ambassador; says 'It’s a community driven idea'

NowYouKnow (NYK), a social-led travel and food recommendation platform, has onboarded with digital content creator Anushka Sen as its brand ambassador.

Founded in 2023 by brother-and-sister team Krishna and Pia Shivdasani, NYK offers a modern alternative to crowdsourced ratings and anonymous reviews by centralizing the places your friends love, restaurants, cafés, bars, hotels, and hidden local favorites into one private, personal home.

“Anushka's natural behaviour, maintaining personal lists, saving notes and sharing recommendations within her network, closely mirrors the way people actually discover and plan today. This is precisely the behaviour NYK is formalising into a single, intuitive platform. Anushka’s association with NYK goes beyond ambassadorship; her decision to take an equity stake underscores her long-term conviction in the product and its mission to rebuild trust in discovery. Her passion for food, as her audience sees through her cooking videos further strengthens this alignment. From experimenting with ramen to sharing simple cooking diaries, her approach is grounded in relatability and sincerity, qualities that make her recommendations feel credible, and that sit at the heart of NYK,” the startup said.

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,” Sen added.

Krishna Shivdasani, Co-Founder and CEO, 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.”