GIVA signs Kriti Sanon as investor and brand ambassador amid lab-grown diamond push

D2C jewellery player GIVA has roped in actor Kriti Sanon as both investor and brand ambassador. The brand operates 350+ stores across 55 cities, clocked ₹518 Cr FY25 revenue (up 89%) but with widening losses of ₹72.3 Cr. Total funding stands at $102 Mn including a recent ₹530 Cr round.

— Source publishedMon, 25 May, 2026, 13:44 IST·First seen Mon, 25 May, 2026, 13:50 IST·Source Inc42

What happened

D2C jewellery brand GIVA has signed actor Kriti Sanon as investor and brand ambassador. GIVA operates 350+ stores across 55 cities, posted ₹518 Cr FY25 revenue

Key facts

  • 350+ stores
  • 55 cities
  • 2 Mn customers
  • ₹530 Cr funding
  • $102 Mn total funding
  • ₹518 Cr FY25 revenue
  • ₹72.3 Cr FY25 loss

Why this matters

GIVA's lab-grown diamond pivot combined with celebrity equity alignment positions it as a category-defining asset in affordable fine jewellery, worth tracking for partnership or roll-up plays in the fragmented D2C jewellery landscape.

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