D2C jewellery brand GIVA has announced a significant new partnership, bringing Bollywood actor and entrepreneur Kriti Sanon on board as both a brand ambassador and an investor. This strategic collaboration marks a new chapter for the company, aiming to amplify its connection with young, modern consumers. The move signals GIVA's intent to further solidify its position in the competitive fine jewellery market.
A Multifaceted Collaboration
Kriti Sanon's involvement with GIVA extends far beyond a typical endorsement deal, as she has also made an undisclosed investment in the company. She will actively participate in brand-building strategies, collection design, and consumer engagement initiatives. This deeper integration reflects a trend of celebrities taking on more substantial roles within the brands they represent.
This partnership adds to Sanon's growing portfolio in the startup ecosystem, where she has already co-founded the skincare line Hyphen and invested in the wellness brand Supply6. Her entrepreneurial ventures demonstrate a keen interest in the D2C space. This business acumen brings a valuable perspective to her new role at GIVA.
Evolving the Brand Narrative
The new association follows a successful three-year partnership with actor Anushka Sharma, whose elegance was instrumental in establishing GIVA's credibility. Sharma's involvement was particularly pivotal in launching Heer by GIVA, the brand's lab-grown diamond and gold jewellery line. This foundation helped GIVA gain a foothold in the accessible luxury segment across India.
With Sanon's arrival, GIVA is strategically shifting its focus to resonate with a new generation of consumers. The brand is building upon its established trust while injecting a fresh, youthful energy into its storytelling. This evolution is encapsulated in the new campaign, which aims to celebrate individual expression and modern style.
GIVA's Business Trajectory
Founded in 2019 by Ishendra Agarwal, Nikita Prasad, and Sachin Shetty, GIVA initially specialized in 925 fine silver jewellery. The brand has since diversified its offerings to include 14K and 18K gold as well as lab-grown diamond pieces. This expansion has allowed it to cater to a broader range of consumer preferences and price points.
The company has demonstrated significant growth, now serving over two million customers through more than 350 stores in 55 cities. In June of last year, GIVA secured ₹530 Cr in a funding round led by Creaegis, bringing its total funding to approximately $102 million. While its operating revenue surged to ₹518 Cr, its net loss also widened, reflecting aggressive expansion efforts.
Creative Synergy and New Collections
The collaboration is centered on a shared belief in jewellery as a form of self-expression rather than a mere accessory. Sanon's personal style and creative insights are set to influence GIVA's upcoming collections and marketing narratives. Her understanding of modern Indian aesthetics is expected to bring a fresh perspective to the design process.
The new campaign, titled "Style Sealed in Silver", introduces a collection designed for everyday wearability and personal storytelling. It targets young women in India and Sri Lanka with versatile pieces like stackable rings, layered necklaces, and modern mangalsutras. The campaign's vibrant and joyful tone reflects a departure from more traditional, aspirational jewellery advertising.
The partnership between Kriti Sanon and GIVA represents a powerful alignment of celebrity influence and brand vision. By integrating Sanon as an investor and creative collaborator, GIVA is poised to strengthen its market presence and deepen its appeal. This strategic move underscores the brand's commitment to evolving with its audience and championing self-expression.