The Indian Direct-to-Consumer (D2C) fine jewellery landscape is witnessing a brilliant transformation. GIVA, the Bengaluru-based brand that carved out a major niche by making premium jewellery highly accessible, has announced a landmark partnership with National Award-winning actor and entrepreneur Kriti Sanon.
Kriti Sanon Teams Up with GIVA as Investor and Ambassador
In a move that transcends a traditional celebrity endorsement, Sanon is joining the company not just as the new face of the brand, but also as a strategic investor. This multi-layered collaboration comes at a time when GIVA is aggressively expanding its omnichannel footprint and doubling down on newer categories like lab-grown diamonds.
Redefining Silver as an Everyday Necessity
Coinciding with the announcement, GIVA launched its vibrant new campaign, Style, Sealed in Silver. Traditional jewellery advertising in India has long been tethered to major life milestones, bridal registries, and heavy festive celebrations—often leaving premium metals locked away in bank vaults. GIVA’s new campaign completely flips the script.
The strategy is simple yet disruptive: position sterling silver as a tool for daily self-expression rather than an occasion-led luxury. By infusing a fun, contemporary tone into the campaign, GIVA aims to capture the lifestyle of modern consumers who view jewellery as an extension of their personal style, mood, and daily wardrobe.
A Meteoric Rise from Clicks to Bricks
Founded in 2019, GIVA’s growth story is a textbook example of a successful transition from a digital-first startup to a massive omnichannel force. What began as an online platform for authentic sterling silver has diversified beautifully into solid gold, personalized accessories, perfumes, and highly coveted lab-grown diamonds.
Today, the numbers speak volumes about the brand’s scale:
- Footprint: Over 350+ stores spanning 55+ cities across India and internationally.
- Customer Base: Over 2 million active customers who rely on the brand for affordable luxury.
- Capital Fuel: The corporate momentum builds directly upon GIVA’s massive ₹530 crore Series C funding round led by Creaegis, alongside marquee participation from Premji Invest and Epiq Capital.
Why This Partnership Makes Perfect Sense
For Kriti Sanon—who has consistently built a reputation as a savvy entrepreneur and a modern style icon—aligning with GIVA is about intuition and shared values. Beyond providing capital, she will actively contribute her creative fashion insights, design perspectives, and understanding of aspirational millennial and Gen Z consumers to help shape future collections.
As the lines continue to blur between digital convenience and real-world luxury experiences, GIVA’s focus on everyday fine jewellery, reinforced by Sanon’s commercial appeal and strategic backing, positions the brand perfectly to dominate India’s next-generation retail evolution.
