Kriti Sanon Partners with GIVA as Investor and Brand Face to Drive Next Growth Phase

GIVA has strengthened its growth ambitions by onboarding Kriti Sanon as both a brand ambassador and strategic investor, marking a significant step in building a design-led jewellery brand for India’s new-age consumers.

A Strategic Collaboration Beyond Endorsement

In a major development for India’s jewellery retail space, GIVA has announced a long-term partnership with Kriti Sanon that goes far beyond a typical celebrity endorsement. The association positions her not just as the face of the brand, but also as an investor actively contributing to its growth journey.

The partnership builds upon GIVA’s recent campaign, Style, Sealed in Silver, which featured Kriti Sanon and signaled a deeper alignment between the actor and the brand’s vision. With this move, GIVA is looking to blend celebrity influence with strategic business insight to strengthen its position in a competitive market.

Kriti Sanon’s Role: From Brand Ambassador to Strategic Contributor

Kriti Sanon’s involvement will extend across multiple aspects of the business. Apart from representing the brand in campaigns, she will also play a role in:

• Brand-building initiatives
• Collection design inputs
• Consumer engagement strategies
• Creative storytelling and positioning

Her understanding of fashion trends, youth culture, and aspirational consumer behavior is expected to help GIVA connect more deeply with its target audience.

Sanon’s transition into an investor also reflects a growing trend of celebrities taking active roles in businesses they believe in, moving beyond endorsements to long-term value creation.

GIVA’s Vision: Jewellery as Everyday Self-Expression

GIVA has been positioning itself as a brand that redefines how jewellery is perceived by younger consumers. Instead of limiting jewellery to traditional or occasion-based usage, the brand promotes it as a form of everyday self-expression.

According to the company, modern consumers are increasingly looking for:

• Design-led products
• Personalised and expressive styles
• Affordable luxury
• Jewellery that complements daily fashion

This shift in consumer mindset has created a strong opportunity for brands like GIVA to innovate and capture a new segment of buyers.

Rapid Growth and Expanding Retail Footprint

Over the past six years, GIVA has emerged as one of India’s fastest-growing omnichannel jewellery brands. The company has built a strong presence across multiple categories, including:

• Silver jewellery
• Gold jewellery
• Lab-grown diamonds

Today, GIVA operates more than 300 stores across India and Sri Lanka, reflecting its aggressive expansion strategy. The brand has also strengthened its online presence, ensuring seamless integration between digital and physical retail channels.

Its ability to resonate with younger audiences has been a key driver of its growth, particularly in urban markets.

Founders’ Vision: Building an Organised Silver Jewellery Market

Founded in 2019 by Ishendra Agarwal and Nikita Prasad, GIVA entered the jewellery market with a clear objective: to create a strong, organised player in the fine silver jewellery segment.

At the time of its launch, the silver jewellery market in India was largely fragmented and dominated by unorganised players. Most offerings were also focused on traditional or occasional wear.

GIVA disrupted this space by:

• Introducing modern, design-forward collections
• Targeting young, style-conscious consumers
• Offering high-quality yet accessible jewellery
• Building a strong brand identity centered on authenticity

This approach helped the company carve out a distinct niche in a competitive industry.

Leadership Perspective: A Shared Vision for Growth

Speaking on the collaboration, Ishendra Agarwal highlighted the strategic importance of Kriti Sanon’s dual role as ambassador and investor. He noted that her personality and public image align closely with GIVA’s core audience—confident, expressive, and individualistic consumers.

He also emphasised that her investment signals strong confidence in the company’s long-term vision and the potential of design-led jewellery in India.

According to Agarwal, GIVA has already built a strong emotional connection with its customers, and the partnership with Kriti is expected to further strengthen that bond as the company enters its next phase of growth.

Kriti Sanon on Joining GIVA

Kriti Sanon shared that her decision to partner with GIVA was driven by the brand’s philosophy rather than just its products. She expressed admiration for the company’s understanding of young India’s evolving preferences.

She noted that today’s consumers are not just looking to accessorise but to express their individuality, and GIVA has successfully created a platform for that expression.

Sanon also highlighted her excitement about contributing as an investor, bringing her insights into fashion, storytelling, and design to help shape the brand’s future.

Recent Funding Boost: Strengthening Expansion Plans

Kriti’s investment comes shortly after GIVA raised ₹530 crore in a Series C funding round. The round was led by Creaegis, with participation from Premji Invest, Epiq Capital, and Edelweiss Discovery Fund.

The funds are being deployed toward:

• Expanding retail presence
• Enhancing technology infrastructure
• Strengthening supply chains
• Entering new product categories such as lab-grown diamonds

This capital infusion has provided GIVA with the resources needed to scale its operations and accelerate growth.

Future Outlook: Building a Next-Gen Jewellery Brand

With a strong focus on design, distribution, and now strategic partnerships, GIVA is positioning itself as a defining jewellery brand for India’s younger generation.

The addition of Kriti Sanon as both a creative collaborator and investor adds a new dimension to the company’s growth strategy. It reflects a broader shift in how brands are leveraging celebrity partnerships—not just for visibility, but for meaningful business impact.

As consumer preferences continue to evolve, GIVA’s emphasis on everyday jewellery, innovation, and emotional connection could help it stand out in a crowded market.

Conclusion

The partnership between GIVA and Kriti Sanon marks a significant milestone in the brand’s journey. By combining creative influence with strategic investment, the collaboration is set to drive the company’s next phase of growth.

With strong backing, expanding operations, and a clear focus on modern consumer needs, GIVA is well-positioned to become a leading name in India’s fine jewellery segment.