Kriti Sanon Joins GIVA as Investor and Brand Ambassador

Jewellery brand GIVA has announced a new partnership with actor and entrepreneur Kriti Sanon, who has joined the company as both a strategic investor and global brand ambassador.

The collaboration represents more than a traditional celebrity endorsement, bringing together brand advocacy and business participation at a time when consumer brands are increasingly looking for long-term partnerships that drive both visibility and growth.

Over the past few years, GIVA has emerged as one of India’s prominent direct-to-consumer jewellery brands, catering to a new generation of customers seeking contemporary designs and accessible luxury. The addition of Kriti Sanon is expected to further strengthen the brand’s positioning among young and digitally engaged consumers.

Industry experts note that celebrity investments have become an increasingly popular strategy for consumer-facing brands. Unlike conventional endorsement deals, equity-based partnerships often create deeper alignment between the brand and the ambassador, encouraging long-term value creation and stronger brand engagement.

For GIVA, the partnership arrives at a crucial stage of expansion as the company continues to scale its retail footprint, strengthen its digital presence, and enhance customer reach across markets. The collaboration is also expected to boost brand awareness and support future growth initiatives.

The move reflects a broader trend within India’s startup and consumer ecosystem, where founders are increasingly partnering with influential personalities who can contribute not only visibility but also strategic value to the business.

As competition intensifies across the jewellery and lifestyle segments, partnerships that combine investment, brand building, and consumer influence are becoming a key driver of business growth and market differentiation.