Ekta Kapoor backs Ekatra Jewels, bets on India’s growing luxury jewellery market

MUMBAI: After spending decades shaping television and entertainment narratives, Ekta Kapoor is now looking to script a new success story in the jewellery business.

The producer and entrepreneur has joined Ekatra Jewels as an investor and strategic partner, marking her entry into India’s rapidly expanding luxury jewellery market. The move brings one of the country’s most influential storytellers into a sector increasingly being reshaped by lab-grown diamonds, technology-led innovation and changing consumer preferences.

More than a financial investment, Kapoor’s association signals a broader ambition to build a women-led luxury brand aimed at modern Indian consumers. The company is positioning itself at the intersection of design, technology and conscious craftsmanship, with a focus on everyday wear rather than traditional occasion-led jewellery.

For Kapoor, the partnership reflects themes that have defined much of her entertainment career: independence, self-expression and women challenging convention.

“For generations, jewellery was treated as something women protected for occasions. I believe jewellery should move with women through everyday life, through ambition, work, celebration, travel and self-expression. That’s what excited me about Ekatra. At Ekatra, we are building a brand that reflects the woman of today: conscious, expressive, independent and unapologetically powerful,” said Ekta Kapoor.

The company is betting heavily on innovation as it seeks to differentiate itself in a crowded market. At the centre of its offering are 100 per cent IGI-certified lab-grown diamonds, including premium Type II-A diamonds, a category prized for its purity and brilliance.

One of Ekatra’s flagship innovations is the Shristi Ratna, a patented 108-facet diamond cut designed to maximise light return and sparkle. Traditional round diamonds typically feature 57 facets, while the Shristi Ratna design draws inspiration from the spiritual significance of the number 108 in Indian culture.

Alongside Kapoor’s investment, the company also unveiled Oh My Gold, a collection co-created with Sussanne Khan. Using hollow-construction technology, the collection is designed to be significantly lighter than conventional gold jewellery, with the aim of making gold more practical for everyday use.

The company believes changing lifestyles are creating demand for jewellery that is lighter, more versatile and aligned with sustainability-conscious consumers. Industry estimates place India’s jewellery market among the largest in the world, creating substantial opportunities for brands that can combine craftsmanship with innovation.

By bringing together Kapoor’s cultural influence, Khan’s design sensibility and Ekatra’s technology-led approach, the brand is attempting to carve out a distinct position in the evolving luxury landscape.

As consumer tastes shift towards more personalised and purpose-driven purchases, Ekatra Jewels is betting that the future of luxury will not just be about sparkle, but about storytelling, innovation and everyday relevance.