D2C jewellery brand GIVA has brought Bollywood actor and Hyphen cofounder Kriti Sanon on board as its brand ambassador and investor, according to inc42.com. The company did not disclose the investment amount. Sanon will also play an active role in brand-building, collection design, and consumer engagement.
Founded in 2019 by Ishendra Agarwal, Nikita Prasad, and Sachin Shetty, GIVA initially focused on authentic 925 fine silver jewellery before expanding into 14K and 18K gold and lab-grown diamond jewellery. The startup also offers watch charms, perfumes, and personalised jewellery. It currently serves over 2 million customers across more than 55 cities through 350+ stores. GIVA raised ₹530 crore ($62 million) in a funding round led by Creaegis last June, with participation from investors including Premji Invest and Edelweiss Discovery Fund.
GIVA is positioned as a leader in the lab-grown diamond retail market in India, capitalising on growing urban demand for diamond-studded jewellery. The company’s operating revenue surged 89% to ₹518 crore in FY25, though its consolidated net loss widened 23% to ₹72.3 crore. Overall, GIVA has raised about $102 million from investors such as Aditya Birla Ventures and A91 Partners since inception.
With Kriti Sanon’s involvement, GIVA aims to strengthen its brand presence and consumer engagement, leveraging her influence in collection design and marketing. The company’s next steps will likely focus on expanding its product lines and retail footprint to capture further market share in the evolving jewellery sector.