【India】Brand Saga: The Marketing and Celebrity Playbook Behind GIVA’s Rise

The arrival of the wedding season brings a renewed focus on jewellery, with brides, guests, and gift-givers searching for designs that reflect both tradition and personal style. It’s not just one day or one purchase, it’s a calendar of occasions: engagements, mehendi, sangeet, pheras, and receptions, each driving an emotion-heavy spend on jewellery. Amid this seasonal sparkle, let’s take a look at one such jewellery brand, GIVA, that aims to balance the wedding rush with everyday demand to position itself as a brand rooted in meaning, reflected right from its name.
Founded with the belief that jewellery should celebrate the beauty of life in its simplest moments, GIVA’s name draws inspiration from the Sanskrit word “jeeva” (जीव), meaning life. The brand’s initial rhombus logo aimed to capture this essence, symbolising the magic of tiny sparkles: a twinkling eye, a warm smile, a fleeting moment of joy.

Before GIVA took shape, its founders Ishendra Agarwal, Nikita Prasad, and Aditya Labroo conducted extensive market research to decode how modern Indian consumers were evolving. The findings revealed that while consumers in the United States spend around ₹9,000-₹10,000 on average per jewellery purchase, Indian consumers spend nearly three times that amount. This research became the foundation of its marketing and digital strategy. Jewellery in India has long carried both emotional and financial weight, gold and silver are often bought to commemorate milestones or as investments for the future. But GIVA’s team discovered a new mindset emerging where consumers were open to exploring jewellery that wasn’t gold, yet still valuable and meaningful.
Another insight was the reluctance to buy gold jewellery online. Artificial jewellery offered variety but lacked perceived value; fine jewellery offered trust but not convenience. Consumers had to choose between the two. GIVA saw an opportunity in that gap, to create a brand that offered both style and substance through sterling silver. In 2019, the brand launched with a seed capital of ₹10 lakh, a focused product line, and its own website. In its first quarter, GIVA managed to break even with its initial go-to-market plan.

GIVA’s first foray into marketing combined a sharp focus on digital channels with strategic messaging that highlighted the value and accessibility of sterling silver jewellery. The brand leveraged social media platforms and content-driven campaigns to introduce its collections, educate consumers about alternatives to gold, and build trust in online purchases. These efforts created early awareness and helped GIVA connect with young, style-conscious shoppers looking for everyday and occasion jewellery.
Digital marketing formed the backbone of GIVA’s rapid growth. The brand’s high engagement rate and consistent digital presence drove strong early traction, helping it record a revenue of ₹1 crore in its first financial year. Encouraged by this response, GIVA quickly expanded to major e-commerce platforms like Flipkart, Amazon, and Nykaa, ensuring wider accessibility.

In 2022, GIVA launched a campaign featuring its brand ambassador, Anushka Sharma.

The communication goal was to shift the narrative from jewellery being only for major occasions to everyday purchase, self-expression and gifting. The campaign was rolled out across OTT platforms such as SonyLIV and Disney+ Hotstar, as well as digital channels like Instagram and YouTube.
GIVA has also experimented with film-led collaborations, using cinema as a cultural entry point to reach younger, trend-driven shoppers. The brand released a dedicated jewellery collection inspired by Shah Rukh Khan’s film Jawan. A similar approach was seen with the Shabaash Mithu collection, inspired by the biographical film on cricketer Mithali Raj.
A recurring element on the page is Anushka Sharma, whose presence appears across campaign films, stills, and promotional edits. Her inclusion serves both as brand recall and as a consistency device across seasons.

Apart from brand films, YouTube hosts a range of influencer-led long-form content. These videos include jewellery styling guides, unboxing formats, review-style walkthroughs, and haul videos where creators break down purchase experiences in detail.

In October 2024, GIVA closed an extended Series-B funding round of ₹255 crore led by Premji Invest, with participation from Epiq Capital and Edelweiss Discover Fund. The round also included secondary transactions, allowing early investors partial exits. The company’s revenue surged by 66%, reaching ₹274 crore in FY24. However, its net loss widened to ₹58.6 crore, reflecting a 29.6% increase. Less than a year later, in mid-2025, GIVA raised another ₹450 crore in a round led by Creaegis, with existing investors also participating, marking a significant step in its omnichannel expansion.