In a definitive power move for India’s rapidly evolving direct-to-consumer (D2C) and omnichannel retail ecosystem, GIVA, the nation’s leading fine jewellery brand, has officially announced National Award-winning actor and entrepreneur Kriti Sanon as both its new Brand Ambassador and Strategic Investor. This milestone partnership marks a major phase in GIVA’s journey as it solidifies its dominant market share within India's fast-growing fine jewellery sector.
The high-profile announcement builds on the momentum of GIVA’s recent highly successful marketing campaign with Sanon, titled "Style, Sealed in Silver," signaling a transition into a deeper, long-term commercial association. Beyond providing financial capital, Sanon’s active integration with GIVA will span core brand-building initiatives, creative collection design inputs, and targeted consumer engagement strategies. By leveraging her profound understanding of contemporary fashion trends, cultural shifts, and the aspirations of young demographics, GIVA aims to capture a larger share of voice in the highly competitive Indian retail space.
Capturing the Everyday Luxury Shift: The New Consumer Persona
The traditional Indian jewellery market has historically been dominated by heavy, occasion-led, and investment-driven purchases. However, GIVA's market strategy is laser-focused on a structural shift among modern consumers who view fine jewellery quite differently.
Today’s young buyers view premium accessories as an immediate extension of personal style and individualistic flair. This demographic demands design-led, authentic, and highly aspirational products engineered for everyday self-expression rather than static festival wear.
Founded in 2019 by Ishendra Agarwal and Nikita Prasad, GIVA entered the market with a clear thesis: India lacked a strong, organized player in the everyday fine silver jewellery category. At a time when the silver market remained fragmented and unorganized, GIVA built a design-forward, trust-backed brand focused entirely on young consumers seeking authentic yet accessible luxury.
Omnichannel Hyper-Growth and Robust Financial Benchmarks
Over the last six years, GIVA has emerged as one of India’s fastest-growing omnichannel jewellery enterprises. The brand has systematically diversified its flagship silver inventory by expanding into high-margin verticals, including gold jewelry and lab-grown diamonds.
GIVA's operational scale and market penetration are supported by strong financial metrics:
Massive Retail Network: GIVA now operates an extensive brick-and-mortar network of over 300+ stores across the length and breadth of India, alongside international operations in Sri Lanka.
Exponential Revenue Velocity: The company's consolidated revenue from operations witnessed an explosive 66% increase during FY 2023-24, reaching ₹273.6 crores.
Aggressive Projections: Backed by sustained consumer pull, GIVA’s overall revenue run-rate is projected to comfortably cross the ₹500 crore threshold.
Deep Domestic Adoption: The brand has already built a highly loyal consumer base, serving over 2 million unique customers within India alone.
Strategic Ecosystem Integrations: Complementing its physical exclusive outlets, GIVA has built dominant storefront positions across leading mainstream e-commerce marketplaces and high-velocity quick-commerce platforms.
Deploying a ₹530 Crore Series C War Chest
Kriti Sanon's strategic entry as an investor occurs on the heels of GIVA’s massive ₹530 crore Series C funding round, which was led by the tech-focused private equity firm Creaegis. The blockbuster round also saw heavy institutional participation from marquee investment houses, including Premji Invest, Epiq Capital, and the Edelweiss Discovery Fund.
The company is aggressively deploying this substantial capital reserves across four fundamental growth vectors:
Physical Footprint Acceleration: Rapidly expanding exclusive offline brand outlets into tier-2 and tier-3 Indian cities to capture rising disposable incomes.
Supply Chain and Manufacturing Optimization: While sourcing precision-crafted pieces from international partners in Italy, Thailand, Turkey, and China, a major share of production remains domestic. To enforce strict quality control, GIVA established its own state-of-the-art, in-house plating facility in the gem hub of Jaipur.
Next-Gen Technology Infrastructure: Upgrading data-driven inventory management systems and customer relationship platforms to optimize the omnichannel buying journey.
New Category Scale-Up: Allocating marketing and sourcing capital to dominate emerging eco-conscious and accessible luxury segments, such as lab-grown diamonds.
Shared Executive Vision for the Next Growth Phase
“Kriti joining GIVA as both ambassador and investor marks a strategic milestone for the brand," stated Ishendra Agarwal, Founder of GIVA. "She strongly resonates with the new generation of consumers—confident, expressive, and deeply individualistic—that GIVA is building for. Her investment reflects a shared belief in our long-term vision and the future of design-led fine jewellery in India. Over the years, GIVA has built a strong emotional connection with consumers, and we are excited to have Kriti partner with us as we enter our next phase of growth.”
Expressing equal enthusiasm for her dual role as investor and brand guardian, Kriti Sanon added:
"What drew me to GIVA was never just the jewellery, it was the conviction behind the brand. From the very beginning, GIVA understood something that many miss: that young India doesn't want to be dressed, they want to express. And GIVA has built a language for that. By the time we started discussing a partnership, I already believed deeply in the vision. I've watched this brand earn real trust, real love, and I wanted to be part of what comes next. And as an investor, I'm here to help shape what it becomes, bringing my instincts around fashion, storytelling, and design to a brand I genuinely believe in."
By blending robust capital reserves, an expansive omnichannel retail footprint, and a deep creative partnership with one of India's most influential cultural icons, GIVA is firmly on track to define the fine jewellery landscape for generations to come.
About GIVA
GIVA is a design-forward, omnichannel fine jewellery brand that disrupted the Indian retail space by making premium, certified silver jewellery accessible to all. Headquartered in Bengaluru, where it opened its first exclusive offline store in 2022, the brand has since expanded dynamically into gold and lab-grown diamonds. Today, GIVA combines robust domestic manufacturing capabilities, specialized in-house processing centers, and an expansive digital-and-physical footprint to deliver everyday luxury to millions of healthily engaged consumers across South Asia.
