KRITI SANON JOINS GIVA AS BRAND AMBASSADOR AND INVESTOR

Bollywood actor and Hyphen cofounder Kriti Sanon has joined D2C jewellery brand GIVA as brand ambassador and investor. Beyond her financial stake, she will contribute to design, brand-building, and consumer engagement. Founded in 2019, GIVA has expanded from silver to gold, diamonds, and lifestyle accessories, strengthening its competitive market presence.  

Bollywood actor and entrepreneur Kriti Sanon has stepped into a new role as brand ambassador and investor for direct-to-consumer jewellery brand GIVA, marking a significant collaboration in India’s fast-growing fashion and fine jewellery sector. While the exact investment figure remains undisclosed, Sanon’s involvement is designed to be multi-dimensional, extending beyond financial backing to include creative input in collection design, brand-building, and consumer engagement initiatives.  

Founded in 2019 by Ishendra Agarwal, Nikita Prasad, and Sachin Shetty, GIVA began with a focus on authentic 925 fine silver jewellery, appealing to consumers seeking affordable yet premium designs. Over time, the brand has expanded its portfolio to include 14K and 18K gold jewellery, as well as lab-grown diamonds, reflecting both consumer demand and the industry’s shift towards sustainable luxury. This diversification has positioned GIVA as a versatile player in India’s competitive D2C jewellery landscape, where innovation and accessibility are key differentiators.  

The company’s ambitions extend beyond jewellery. GIVA has strategically moved into lifestyle accessories, offering watch charms, perfumes, and personalised jewellery, broadening its appeal to younger audiences who value individuality and affordable luxury. This expansion reflects a deliberate effort to create a holistic brand experience rather than remain confined to traditional jewellery categories.  

Sanon’s association with GIVA is expected to amplify this vision. As cofounder of Hyphen, she has already demonstrated entrepreneurial instincts, and her celebrity influence adds cultural capital that can drive consumer trust and engagement. Her role as both investor and brand ambassador underscores a growing trend in India’s consumer market: celebrities are increasingly taking on hybrid roles that combine financial investment with creative and strategic involvement. This dual participation not only enhances brand credibility but also allows for more authentic storytelling, as consumers perceive the celebrity’s stake as a genuine endorsement.  

For GIVA, the partnership represents a strategic move to strengthen visibility and credibility in a crowded market. The brand’s emphasis on design innovation, sustainability, and lifestyle integration aligns well with Sanon’s persona, which blends glamour with entrepreneurial ambition. Her involvement in collection design could introduce fresh creative perspectives, while her engagement in consumer initiatives may help GIVA build stronger emotional connections with its audience.  

The collaboration also highlights the broader evolution of India’s jewellery industry, where D2C brands are challenging traditional players by offering transparency, affordability, and digital-first experiences. With Sanon’s backing, GIVA is poised to reinforce its position as a contemporary brand that resonates with aspirational consumers seeking both style and substance.