Kriti Sanon takes equity stake in Giva as brand shifts to 'Everyday Luxury'
28 May 2026, Mumbai
Fine jewelry brand Giva has officially appointed actor and entrepreneur Kriti Sanon as both its brand ambassador and a strategic investor, signaling a departure from traditional celebrity endorsements toward long-term equity-based partnerships Following the brand’s recent ‘Style, Sealed in Silver’ campaign, this collaboration is designed to deepen Giva’s penetration into the aspirational youth demographic. Beyond mere visibility, Sanon will actively contribute to collection design, brand-building initiatives, and consumer engagement, leveraging her professional background to help the company redefine fine jewellery as a daily essential rather than an occasional purchase.
Scaling omnichannel dominance
This investment arrives as Giva undergoes a period of rapid institutional scaling, boosted by a recent Rs 530 crore Series C funding round led by Creaegis. Having grown from a digital-first startup into an omnichannel powerhouse with over 300 stores across India and Sri Lanka, the brand is currently transitioning into a broader portfolio that includes gold and lab-grown diamonds. For Giva, the partnership with Sanotn is a calculated move to reinforce its positioning in a fragmented market. By aligning its brand identity with a modern icon, the company aims to sustain its momentum as the leading organizer of the everyday silver jewellery category, even as it diversifies into higher-value segments.
Giva is a Bengaluru-based omnichannel retailer founded in 2019, specialising in premium 925 sterling silver, gold, and lab-grown diamond jewelry. The brand focuses on accessible, design-led fine jewelry for young consumers. It operates over 300 retail stores and has secured over $133 million in cumulative funding to fuel expansion.
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