Ekta Kapoor takes minority stake in Ekatra, lightweight 9/14-carat gold brand for self-purchase buyers
Ekatra Jewellery, positioned around 8-10 gm lightweight 9/14-carat gold and lab-grown diamond pieces, lands a minority investment from Balaji Telefilms' Ekta Kapoor. The brand targets financially independent women buying fashion-investment jewellery for themselves rather than as dowry, a structural shift in India's gold demand mix.
What happened
Ekta Kapoor takes minority stake in Ekatra Jewellery, a lightweight 9/14-carat gold and lab-grown diamond brand targeting financially independent women buying
Key facts
- 9 or 14 carat
- 8-10 gm
- ₹453 crore FY25
- ₹211 crore FY26
- ₹270 crore
Why this matters
Ekta Kapoor's stake plants a strategic flag in lightweight fashion-investment jewellery, suggesting a narrowing window to scout or partner with sub-scale 9/14-carat and lab-grown diamond brands before celebrity-backed roll-ups consolidate the category.
Also reported by
- Business Standard · Companies — 10h after first sighting