D2C jewellery brand GIVA has roped in Bollywood actor and Hyphen cofounder Kriti Sanon as its brand ambassador and investor
Sanon will actively contribute to its brand-building, collection design, and consumer engagement efforts
In December last year, Sanon also joined D2C nutrition and wellness brand Supply6 as an investor and brand ambassador
D2C jewellery brand GIVA
has roped in Bollywood actor and Hyphen cofounder Kriti Sanon as its brand ambassador and investor.
However, the startup didn’t disclose the amount of capital invested by Sanon. Besides the investment, Sanon will actively contribute to its brand-building, collection design, and consumer engagement efforts.
GIVA was founded in 2019 by Ishendra Agarwal, Nikita Prasad and Sachin Shetty. It initially sold authentic 925 fine silver jewellery but later diversified into 14K and 18K gold and lab-grown diamond jewellery. It also sells watch charms, perfumes and personalised jewellery.
Currently, the startup claims to serve over 2 Mn customers across over 55 cities via 350+ stores.
In June last year, GIVA raised ₹530 Cr (around $62 Mn) in a funding round led by Creaegis, along with participation from existing investors such as Premji Invest, Epiq Capital and Edelweiss Discovery Fund. Overall, the startup has raised about $102 Mn in funding since its inception from investors like Aditya Birla Ventures, Alteria Capital, A91 Partners, among others.
On the financial front, the jewellery brand’s consolidated net loss widened 23% to ₹72.3 Cr in FY25 from ₹58.7 Cr in the previous fiscal year. Its operating revenue surged over 89% to ₹518 Cr during the year under review from ₹273.6 Cr in FY24.
GIVA is seen as a frontrunner in lab-grown diamond (LGD) retail in India, and it is betting on the rising demand for diamond-studded jewellery among urban Indian consumers.
Meanwhile, Sanon has been active in the startup industry since her partnership with mCaffeine’s parent PEP Technologies to co-launch skincare line called Hyphen, which claims that its products are vegan, PETA-certified and cruelty-free. The brand also claims to maintain a zero-plastic footprint throughout its operations.
In December last year, Sanon also joined D2C nutrition and wellness brand Supply6 as an investor and brand ambassador.
With the Indian startup ecosystem growing rapidly, celebrities are increasingly joining startups as their investors and brand ambassadors. For instance, D2C footwear brand Chupps roped in Indian cricketer Ajinkya Rahane as an investor and strategic advisor last month. Prior to that, cricketer Riyan Parag joined the cap table of deeptech startup Proxgy.
In 2025, celebrities like Hrithik Roshan, Shah Rukh Khan, Salman Khan, and Shraddha Kapoor also invested in early-stage startups.
Source: Inc42 - Startups
