In one of the biggest D2C startup news developments within India’s rapidly growing jewellery and lifestyle market, D2C jewellery brand GIVA has onboarded Bollywood actor and entrepreneur Kriti Sanon as both brand ambassador and investor. The partnership marks a major milestone for the Bengaluru-based startup as it accelerates omnichannel expansion, premium positioning, and consumer engagement across India’s fast-evolving D2C fashion and lifestyle ecosystem.
The collaboration reflects a larger shift happening across Direct-to-consumer India brands, where celebrity-backed D2C startups are increasingly combining brand storytelling, community building, and strategic investor partnerships to strengthen long-term consumer loyalty. GIVA said Kriti Sanon’s association aligns closely with the company’s vision of building an aspirational yet accessible jewellery brand for modern Indian consumers.
Beyond traditional endorsement, Kriti Sanon will also participate in brand-building initiatives, collection design, and customer engagement strategies. This positions the collaboration as a deeper strategic partnership rather than a standard celebrity campaign. Within D2C industry news and Indian D2C updates conversations, the move highlights how modern consumer brands are increasingly leveraging creator-led D2C brands and celebrity-driven brand equity to scale faster in competitive categories.
Speaking about the partnership, Kriti Sanon said she strongly resonated with GIVA’s focus on individuality, confidence, and self-expression. The actor added that the collaboration reflects her genuine belief in what the company is building within India’s growing jewellery and lifestyle ecosystem.
Founded in 2019 by Ishendra Agarwal, Nikita Prasad, and Sachin Shetty, GIVA started as a silver jewellery-focused startup before expanding into gold jewellery and lab-grown diamond categories in 2023. The company has steadily emerged as one of the fastest-growing D2C brands India within the affordable fine jewellery segment by targeting younger consumers looking for premium yet accessible jewellery options.
The startup’s growth story also reflects broader D2C market trends 2025, where consumers are increasingly shifting toward digitally native, design-focused, and affordable premium brands instead of relying solely on traditional jewellery retailers. GIVA’s product positioning combines modern aesthetics, accessibility, and omnichannel retail expansion — three major drivers currently shaping India’s D2C consumer behavior India landscape.
From a single offline store launched in Bengaluru in 2022, GIVA has now expanded to more than 300 stores across India. The aggressive omnichannel D2C strategy has helped the company strengthen both online and offline consumer touchpoints while rapidly scaling brand visibility nationwide.
According to the company, GIVA currently serves more than 2 million customers across India. The brand reported revenue of ₹273.6 crore during FY2023–24, representing a strong 66% year-on-year increase. GIVA now expects total revenue to cross ₹500 crore as it continues expanding aggressively within India’s premium jewellery and lifestyle market.
Within D2C business India and D2C brand building stories conversations, GIVA’s rise reflects how modern jewellery startups are successfully blending ecommerce, physical retail, influencer marketing for D2C, celebrity partnerships, and premium product innovation into scalable consumer businesses. The company’s expansion into gold and lab-grown diamonds also aligns with rising consumer interest in sustainable D2C brands and affordable luxury categories.
The partnership with Kriti Sanon also highlights how investor confidence continues strengthening around VC-backed D2C brands operating in fashion, beauty, accessories, and lifestyle categories. As India’s affluent and aspirational middle-class consumer base expands rapidly, premium D2C brands India are witnessing significant growth opportunities across both metro and Tier II markets.
As India’s D2C ecosystem India continues evolving rapidly, GIVA is positioning itself as one of the leading omnichannel jewellery startups combining celebrity-led branding, accessible luxury, digital-first growth, and large-scale offline expansion. With rising revenue momentum, strong consumer loyalty, and expanding product categories, the company is now entering a new phase of aggressive scale-up within India’s booming fine jewellery market.
