GIVA signs Kriti Sanon as investor and brand ambassador
GIVA is a Bengaluru-based jewellery startup offering sterling silver, gold, and lab-grown diamond jewellery through an omnichannel retail network across India.
GIVA has partnered with Kriti Sanon as both an investor and brand ambassador. The company, however, did not disclose the size of the investment.
As part of the partnership, Sanon will contribute to the brand’s marketing campaigns, product collections, and customer engagement initiatives as GIVA continues to strengthen its position in India’s fast-growing jewellery market.
Founded in 2019 by Ishendra Agarwal, Nikita Prasad, and Sachin Shetty, GIVA initially started as a sterling silver jewellery brand before expanding into gold jewellery, lab-grown diamonds, personalised accessories, perfumes, and watch charms.
The Bengaluru-based startup claims to serve more than 2 million customers through an omnichannel network of over 350 stores across 55+ Indian cities.
In June 2025, GIVA raised Rs 530 crore in a funding round led by Creaegis, with participation from existing investors including Premji Invest, Epiq Capital, and Edelweiss Discovery Fund. Since inception, the startup has raised nearly $102 million from investors such as Aditya Birla Ventures, Alteria Capital, and A91 Partners.
Financially, GIVA reported an 89% increase in operating revenue to Rs 518 crore in FY25, compared to Rs 273.6 crore in FY24. Its consolidated net loss widened to Rs 72.3 crore during the same period as the company continued investing aggressively in retail expansion, marketing, and category diversification.
The startup has also been expanding its presence in the lab-grown diamond jewellery segment, targeting growing demand among urban consumers for affordable diamond-studded jewellery products.
Kriti Sanon has been actively investing in startups in recent years. Apart from co-founding skincare brand Hyphen, she has also backed nutrition and wellness startup Supply6 as an investor and brand ambassador.
The partnership reflects a broader trend of celebrity-led investments and endorsements in India’s D2C and lifestyle startup ecosystem, particularly across beauty, fashion, wellness, and jewellery categories.