D2C jewellery brand GIVA has announced Bollywood actor Kriti Sanon as its new brand ambassador and investor. While the investment amount remains undisclosed, Sanon’s involvement signals a strategic push for GIVA as it aims to further its brand-building and consumer engagement efforts. This collaboration highlights the growing trend of celebrity involvement in India’s burgeoning startup ecosystem.
### GIVA’s Journey and Product Expansion
Founded in 2019 by Ishendra Agarwal, Nikita Prasad, and Sachin Shetty, GIVA started its journey by offering authentic 925 fine silver jewellery. Over time, the brand has expanded its product line to include 14K and 18K gold and lab-grown diamond jewellery. The company also offers watch charms, perfumes, and personalized jewellery, catering to a diverse customer base. With a presence in over 55 cities through more than 350 stores, GIVA claims to serve over 2 million customers, showcasing its rapid growth and wide reach in the Indian market.
In June of the previous year, GIVA secured ₹530 crore (approximately $62 million) in a funding round led by Creaegis, with participation from existing investors such as Premji Invest, Epiq Capital, and Edelweiss Discovery Fund. Since its inception, GIVA has raised about $102 million from prominent investors, including Aditya Birla Ventures and A91 Partners.
### Competitive Landscape and Funding Environment
GIVA operates in a competitive D2C jewellery market, where it is positioning itself as a leader in lab-grown diamond retail. The demand for diamond-studded jewellery is on the rise among urban Indian consumers, providing GIVA with a lucrative opportunity to capture market share. Despite a consolidated net loss of ₹72.3 crore in FY25, the company’s operating revenue surged by over 89% to ₹518 crore, reflecting strong consumer interest and market acceptance.
The Indian startup environment is witnessing increased celebrity participation as investors and brand ambassadors. Celebrities like Kriti Sanon are leveraging their influence to support startups, as seen with her previous investments in skincare brand Hyphen and nutrition brand Supply6. This trend is mirrored by other celebrities, such as cricketer Ajinkya Rahane with D2C footwear brand Chupps, indicating a broader acceptance and integration of celebrity endorsements in the startup sphere.
### Implications for India’s Startup Ecosystem
The collaboration between GIVA and Kriti Sanon is indicative of the evolving dynamics within India’s startup ecosystem, where the lines between entertainment and entrepreneurship are increasingly blurring. Startups are harnessing celebrity influence to enhance brand visibility and consumer trust, while celebrities are diversifying their investment portfolios and aligning with emerging business trends.
This trend of celebrity involvement is likely to intensify as startups continue to seek innovative ways to differentiate themselves in a crowded market. For founders, this means a potential avenue for strategic partnerships that can drive brand growth and consumer engagement. Investors should keep an eye on how these celebrity-led initiatives impact brand perception and market performance, as they could signify shifting consumer preferences and new market opportunities.
