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Jewellery brand GIVA has partnered with actor and entrepreneur Kriti Sanon as the company accelerates its omnichannel growth strategy across online and offline retail channels, as shared by the brand in a social media post.
The collaboration also reflects the growing participation of celebrities in India’s startup ecosystem, particularly in consumer-focused and direct-to-consumer (D2C) brands. Industry observers believe the association is likely to strengthen GIVA’s brand visibility and consumer engagement amid rising competition in the organised jewellery segment.
GIVA has been expanding its presence across categories such as silver jewellery, lab-grown diamonds, and affordable luxury products, catering primarily to younger consumers seeking design-led and accessible offerings.
The partnership is expected to support the brand’s long-term growth ambitions as it continues to scale its retail footprint and deepen its reach in India’s evolving lifestyle and jewellery market.
