Bengaluru-based jewellery brand Giva has announced actor and entrepreneur Kriti Sanon as its brand ambassador and strategic investor.

The move builds on Giva’s recent campaign, 'Style, Sealed in Silver', featuring Sanon, and signals a deeper long-term association between the actor and the company.

As part of the partnership, Sanon’s role will extend beyond endorsements to include involvement in brand-building, collection design inputs and consumer engagement initiatives. 

The company said the collaboration aligns with its focus on younger consumers who increasingly view jewellery as an extension of personal style and everyday self-expression rather than occasion-led purchases.

Founded in 2019 by Ishendra Agarwal and Nikita Prasad, Giva entered the market with a focus on the everyday fine silver jewellery segment, targeting young consumers seeking accessible and design-forward products.

Over the last six years, the company has expanded across silver jewellery, gold and lab-grown diamonds. Giva currently operates more than 300 stores across India and Sri Lanka.

Sanon's strategic investment comes on the heels of Giva's INR 530 crore Series C round led by Creaegis, with participation from Premji Invest, Epiq Capital, and Edelweiss Discovery Fund capital being deployed towards retail expansion, technology, supply chain strengthening, and growth in newer categories, including lab-grown diamonds. 

With design, distribution, and now a deeper creative partnership at its core, Giva is building towards becoming the defining fine jewellery brand for a new generation of Indian consumers. 

Agarwal said, “Kriti joining Giva as both ambassador and investor marks a strategic milestone for the brand. She strongly resonates with the new generation of consumers, confident, expressive, and deeply individualistic, that Giva is building for. Her investment reflects a shared belief in our long-term vision and the future of design-led fine jewellery in India. Over the years, Giva has built a strong emotional connection with consumers, and we are excited to have Kriti partner with us as we enter our next phase of growth.”

Sanon added, "What drew me to Giva was never just the jewellery, it was the conviction behind the brand. From the very beginning, Giva understood something that many miss: that young India doesn't want to be dressed, they want to express. And Giva has built a language for that. By the time we started discussing a partnership, I already believed deeply in the vision. I've watched this brand earn real trust, real love, and I wanted to be part of what comes next. And as an investor, I'm here to help shape what it becomes, bringing my instincts around fashion, storytelling, and design to a brand I genuinely believe in."