NowYouKnow (NYK), a social-led travel and food recommendation platform, has partnered with actor, singer and digital creator Anushka Sen as its brand ambassador and investor.
Founded in 2025 by Krishna Shivdasani and Pia Shivdasani, NowYouKnow is a social-led travel and food discovery platform based in India.
The platform officially launched in late 2025, positioning itself as a trust-based alternative to anonymous review sites and AI-generated content to address the lack of reliable travel and food recommendations online.
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.”
