Ekatra Retail Ventures is now in India’s fast-growing luxury jewelry market. They’ve launched a lab-grown diamond brand for women, which is big news for direct-to-consumer businesses in India. The company was co-founded by Sussanne Khan, an entrepreneur and interior designer. Their first idea is based on Shristi Ratna, a special lab-grown diamond with 108 carefully made sides. This shows the company is getting into the growing direct-to-consumer jewelry scene in India.
Pavitra Gandhi, Sunny Sakaria, Sussanne Khan, Vasuki Punj, and Chirayu Yardi started Ekatra Retail Ventures. They have a team with skills in design, business, and building modern brands for customers. This start means a new premium direct-to-consumer brand is here, trying to mix modern design, stories, and new ideas for gemstones to stand out in India’s expanding direct-to-consumer market.
The main part of the brand’s start is Shristi Ratna, a lab-grown diamond with 108 sides made to look very bright and sparkly. It was created with advanced design and careful work. The diamond shows the brand’s idea of bringing together science, art, and modern luxury. It’s the main inspiration for the brand’s first jewelry collection, which puts Ekatra Retail Ventures as a new player in India’s premium jewelry world.
In the direct-to-consumer industry, lab-grown diamonds are becoming one of the fastest-growing things in India’s jewelry market. People know about sustainability, gemstones made with technology, and modern jewelry looks. This has made lab-grown diamonds more popular, especially with young people in cities. These changes show how direct-to-consumer market are changing, with modern brands mixing new ideas, design, and ways to sell in many places to connect with customers who use the internet a lot.
Sussanne Khan is the Co-founder and Design Director at Ekatra Retail Ventures, shaping how the brand looks and feels. The company plans to work with famous people like Jennifer Winget, Apoorva Mukhija, and Pragya Kapoor. They will about jewellery collections based on their personal stories and creative ideas.
People watching Indian direct-to-consumer trends say that working with these personalities shows how important marketing by people with influence and partnerships with creators are in building brands today. Since brands rely more on stories and what’s relevant to culture, working with public figures is key to getting people to notice the brand and connect with them.
Rahul Dayama is also joining the company as a partner, bringing knowledge in growing modern brands for customers. His involvement shows Ekatra Retail Ventures wants to grow inIndia’s competitive jewelry industry by using a strong direct-to-consumer sales plan and new ways to build brands.
The Ekatra Retail Ventures website is planned to open on March 8, 2026. It will give customers a place to learn about the brand’s ideas, jewelry collections, and stories. This shows how important direct-to-consumer sales plans are, where online places are ways to get people to notice the brand, tell stories, and connect with customers.
In India’s direct-to-consumer business world, jewelry is becoming a good category for premium direct-to-consumer brands. Customers are getting interested in lab-grown diamonds, luxury that is sustainable, and jewelry that is made for them. This makes chances for new direct-to-consumer businesses that mix craftsmanship, technology, and stories.
Ekatra Retail Ventures wants to be known as a modern direct-to-consumer jewelry brand that combines classic craftsmanship with modern stories. The founders say the brand wants to create jewelry where every side tells a story and every piece becomes personal.
For those following the news about direct-to-consumer in India, the start of Ekatra Retail Ventures shows how popular celebrity-backed direct-to-consumer businesses and luxury brands are becoming in the startup world. As lab-grown diamonds become popular with customers, companies like Ekatra Retail Ventures are ready to help shape the the direct-to-consumer luxury jewelry market in India.
