54
/
2
Min Read
GIVA, a Bengaluru-based fine jewellery brand, has announced National Award-winning actor Kriti Sanon as its brand ambassador and strategic investor, marking a deeper collaboration as the company sharpens its focus on young Indian consumers.
The move comes shortly after the launch of GIVA’s campaign, 'Style, Sealed in Silver' featuring Sanon. With this expanded partnership, her role will go beyond endorsements to include contributions to brand-building, collection design and consumer engagement initiatives.
Founded in 2019 by Ishendra Agarwal and Nikita Prasad, GIVA has grown rapidly as an omnichannel jewellery brand, spanning silver jewellery, gold and lab-grown diamonds. The company currently operates over 300 stores across India and Sri Lanka.
The brand is increasingly targeting younger consumers who view jewellery as a form of everyday self-expression rather than an occasional purchase.
“Kriti joining GIVA as both ambassador and investor marks a strategic milestone for the brand,” said Ishendra Agarwal, founder of GIVA. “She strongly resonates with the new generation of consumers confident, expressive and deeply individualistic that GIVA is building for.”
The development follows GIVA’s recent Series C funding round, where it raised INR 530 crore led by Creaegis with participation from Premji Invest, Epiq Capital and Edelweiss Discovery Fund.
The funds are expected to support retail expansion, technology upgrades and supply chain strengthening, along with growth in emerging segments like lab-grown diamonds. With this partnership, GIVA aims to further strengthen its positioning among aspirational young buyers in India.
This article was originally
published by the 
