Kriti Sanon joins GIVA as investor and brand ambassador

BENGALURU: Looks like Kriti Sanon is not just wearing the jewellery anymore, she’s buying into the business too. GIVA has announced the National Award-winning actor as both its brand ambassador and strategic investor, deepening a partnership that began earlier with the launch of the campaign Style, Sealed in Silver.

The move marks a major milestone for the fast-growing jewellery brand as it sharpens its focus on India’s young, style-conscious consumers who increasingly see jewellery as an everyday form of self-expression rather than something reserved for weddings and special occasions.

Beyond her financial investment, Kriti will also contribute to brand-building initiatives, collection design inputs and consumer engagement strategies, bringing her influence in fashion, storytelling and youth culture into the company’s next growth phase.

Founded in 2019 by Ishendra Agarwal and Nikita Prasad, GIVA entered the market with a focus on organised, design-led silver jewellery at a time when the segment remained fragmented and largely occasion-driven.

Over the last six years, the company has expanded rapidly across silver jewellery, gold and lab-grown diamonds. Today, GIVA operates more than 300 stores across India and Sri Lanka while building a strong presence among younger consumers looking for accessible fine jewellery that fits into everyday fashion.

Speaking about the partnership, GIVA founder Ishendra Agarwal said Kriti’s association reflects the brand’s long-term ambitions and evolving consumer identity.

“Kriti joining GIVA as both ambassador and investor marks a strategic milestone for the brand. She strongly resonates with the new generation of consumers confident, expressive and deeply individualistic that GIVA is building for,” GIVA founder Ishendra Agarwal said.

Meanwhile, Kriti Sanon said her interest in the company went beyond celebrity endorsements and was rooted in the brand’s larger vision.

“What drew me to GIVA was never just the jewellery, it was the conviction behind the brand,” Kriti Sanon said, adding that she wanted to help shape the company’s future through her understanding of fashion, design and storytelling.

The announcement also comes shortly after GIVA raised Rs 530 crore in its Series C funding round led by Creaegis, with participation from Premji Invest, Epiq Capital and Edelweiss Discovery Fund.

The capital is expected to support retail expansion, supply chain strengthening, technology investments and growth in newer categories such as lab-grown diamonds.

As India’s jewellery market becomes increasingly design-first and digitally influenced, GIVA is betting that combining celebrity appeal with consumer trust could add a little extra shine to its growth story.