Gitanjali Group appointed Bollywood actor Shahrukh Khan as its new brand ambassador. The new association highlights the all-encompassing core value of the group ''Trust Forever,'' the company said. ''We understand what it takes to win people's trust -- a continuous quest for perfection, a commitment to quality and a never ending passion to stay at the top,'' said Mehul Choksi, the chairman and managing director of Gitanjali Group. ''These are values that Shahrukh embodies perfectly, besides also being a symbol of loyalty and romance and so when it came to selecting a celeb to represent our group, the choice was obviously him.'' Gitanjali, which retails diamond jewelry under the brands Gili, Nakshatra, Asmi and D'Damas in India, operates three diamond manufacturing factories and nine jewelry manufacturing units in India, and has more than 3,600 points of sale and retail stores. ''I am very happy to be associated with the Group which has created so many of the leading jewelry brands in India and carved for itself a niche in the hearts of people,'' Shahrukh Khan stated. The Bollywood superstar, along with Anushka Sharma, will also be endorsing the group's Gitanjali Jewels, a multi-brand lifestyle jewelry store chain retailing high-end diamond and gold jewelry brands.For regular updates on the latest happenings in Bollywood kindly subscribe www.youtube.com/thebollywoodshow