Kriti Sanon Invests in GIVA: D2C Jewellery Brand Boost
Key Highlights
Bollywood star Kriti Sanon invests in D2C jewellery brand GIVA, becoming ambassador. Strategic move to boost market presence and growth.
Kriti Sanon’s Strategic Investment in GIVA Marks New Chapter
D2C jewellery brand GIVA has successfully secured a significant strategic investment from Bollywood actor and Hyphen cofounder Kriti Sanon, who will also serve as the brand’s ambassador. This dual role is poised to enhance GIVA’s market visibility and deepen its engagement with consumers, leveraging Sanon’s prominent public profile. While the specific financial details of Sanon’s capital contribution were not disclosed, her involvement extends beyond mere endorsement, encompassing active participation in brand-building initiatives, collection design, and direct consumer engagement strategies.
This partnership underscores a growing trend within the Indian startup ecosystem where celebrities are increasingly transitioning from brand endorsements to strategic investor roles, reflecting a deeper alignment with the companies they represent. GIVA aims to capitalize on Sanon’s influence to strengthen its brand narrative and expand its reach within the competitive D2C jewellery segment, particularly as it diversifies its product offerings and targets a broader demographic.
GIVA’s Evolution and Market Footprint
Founded in 2019 by Ishendra Agarwal, Nikita Prasad, and Sachin Shetty, GIVA initially established its presence by offering authentic 925 fine silver jewellery. Over the years, the brand has strategically diversified its product portfolio to include 14K and 18K gold items, as well as lab-grown diamond jewellery, catering to evolving consumer preferences. Beyond traditional jewellery, GIVA has also expanded into related categories such as watch charms, perfumes, and personalized jewellery, broadening its appeal and revenue streams.
The company currently boasts a substantial operational footprint, claiming to serve over 2 million customers across more than 55 cities. This extensive reach is supported by a robust retail network of over 350 physical stores, complementing its strong online direct-to-consumer model. This multi-channel approach allows GIVA to effectively penetrate various urban and semi-urban markets, reinforcing its position as a significant player in the Indian jewellery sector.
Financial Performance and Funding Milestones
GIVA has demonstrated notable success in attracting investor confidence, having raised approximately $102 million in funding since its inception. A significant portion of this capital was secured in June of the previous year, when the company raised ₹530 crore (approximately $62 million) in a funding round. This round was led by Creaegis, with notable participation from existing investors including Premji Invest, Epiq Capital, and Edelweiss Discovery Fund. Other key investors in GIVA’s journey include Aditya Birla Ventures, Alteria Capital, and A91 Partners.
Despite its impressive funding trajectory and revenue growth, GIVA’s financial statements for FY25 reported a widening consolidated net loss, which increased by 23% to ₹72.3 crore from ₹58.7 crore in the preceding fiscal year. Concurrently, the brand experienced a substantial surge in its operating revenue, which climbed over 89% to ₹518 crore during FY25, up from ₹273.6 crore in FY24. This indicates aggressive expansion and investment in growth, which often precede profitability in high-growth D2C ventures.
Strategic Focus on Lab-Grown Diamonds and Celebrity Endorsements
GIVA is recognized as a frontrunner in the retail of lab-grown diamonds (LGD) within India, strategically positioning itself to capitalize on the increasing demand for diamond-studded jewellery among urban Indian consumers. The brand’s focus on LGDs aligns with global trends favoring sustainable and ethically sourced alternatives, while also offering a more accessible price point for high-quality diamond jewellery. This strategic direction is critical for GIVA’s long-term growth and market differentiation.
Kriti Sanon’s investment in GIVA is part of a broader pattern of her active engagement within the startup industry. She previously co-launched the skincare line Hyphen with mCaffeine’s parent PEP Technologies, a brand that emphasizes vegan, PETA-certified, cruelty-free products and maintains a zero-plastic footprint. Furthermore, in December of the previous year, Sanon also invested in and became a brand ambassador for the D2C nutrition and wellness brand Supply6. This demonstrates her strategic interest in and commitment to the direct-to-consumer sector.
The Growing Trend of Celebrity-Startup Partnerships in India
The Indian startup ecosystem is witnessing a robust trend of celebrities increasingly engaging with startups not just as brand ambassadors but also as strategic investors. This phenomenon extends across various sectors, with prominent figures leveraging their influence to support emerging businesses. Recent examples include Indian cricketer Ajinkya Rahane, who joined D2C footwear brand Chupps as an investor and strategic advisor, and cricketer Riyan Parag, who invested in deeptech startup Proxgy.
The year 2025 also saw several high-profile celebrity investments in early-stage startups, including those by Hrithik Roshan, Shah Rukh Khan, Salman Khan, and Shraddha Kapoor. This trend highlights the mutual benefits for both parties: startups gain enhanced credibility, market reach, and capital, while celebrities diversify their investment portfolios and align with innovative ventures. For GIVA, Kriti Sanon’s investment and ambassadorship are expected to significantly amplify its market presence and drive continued growth in the competitive D2C jewellery landscape, particularly as it continues to innovate with offerings like lab-grown diamonds.