In a major development for India’s direct-to-consumer retail landscape, leading fine jewellery brand GIVA officially announced on Monday that Bollywood superstar Kriti Sanon has joined the company as both its Brand Ambassador and a Strategic Investor.
This collaboration signals a transformative shift for the brand, moving beyond a traditional celebrity endorsement deal. By bringing Sanon on board as an investor, GIVA is positioning itself to leverage her keen sense of fashion, cultural influence, and deep connection with aspirational young audiences as the company enters a hyper-growth phase.
This partnership follows the successful launch of GIVA’s latest campaign, Style, Sealed in Silver, which featured the actor and set the stage for a long-term association. Since its inception in 2019 by founders Ishendra Agarwal and Nikita Prasad, GIVA has been on a mission to organize India’s fragmented everyday jewellery market.
The brand identified a significant white space: while India has a deep-rooted cultural affinity for silver, the market lacked a reliable, organized player offering high-quality, contemporary fine silver jewellery. GIVA filled this gap by focusing on accessible luxury, and now, with Sanon’s involvement, the brand aims to scale its reach significantly.
Unlike standard brand deals where the celebrity’s involvement ends with television commercials, Kriti Sanon’s role in GIVA is comprehensive and hands-on. According to company insiders, her association will extend deep into the brand’s business operations. Sanon is expected to contribute to:
- Brand Building: Shaping GIVA’s identity as the go-to brand for modern, everyday jewellery.
- Collection Design: Providing inputs on aesthetics and trends, ensuring the products resonate with current fashion sensibilities.
- Consumer Engagement: Acting as a direct bridge between the brand and its target demographic of young, fashion-forward Indian women.
“Kriti embodies the essence of GIVA—elegance, authenticity, and relatability,” says Ishendra Agarwal, CEO of GIVA. “Her decision to invest in GIVA is a testament to her belief in our vision to bring high-quality, organized silver jewellery to every Indian household.”
For Kriti Sanon, this investment is part of a broader strategy of backing innovative, consumer-focused brands. “I have always been drawn to jewellery that is elegant yet wearable for everyday life,” Sanon shared in a press statement. “GIVA has done a phenomenal job in creating pieces that feel premium and fashionable. I am thrilled to not only represent the brand but to actively participate in its journey toward becoming a global leader in the segment.”
The retail sector views this move as a savvy business decision. Celebrity-backed startups have historically seen higher brand recall and trust, and by aligning with one of Bollywood’s most bankable stars, GIVA is effectively supercharging its market presence against both legacy players and emerging competitors.
While this business venture makes waves in the corporate world, Sanon continues to dominate the box office. The actor is currently gearing up for the theatrical release of Cocktail 2, scheduled to hit screens on June 19, 2026.
The highly anticipated film, which promises to be a trendsetting entertainer, features Sanon alongside co-stars Shahid Kapoor and Rashmika Mandanna. Trade analysts are already predicting strong opening weekend numbers, given the film’s star-studded ensemble and the massive buzz surrounding its trailer.
As GIVA expands its footprint across the country, the addition of Kriti Sanon as a strategic partner marks the beginning of a high-growth phase. With the combined might of professional design expertise, strategic financial backing, and one of Bollywood’s most recognizable faces, the brand is well-equipped to define the future of the everyday fine jewellery category in India.
