GIVA has announced Kriti Sanon as both its brand ambassador and strategic investor

GIVA, the Bengaluru-based direct-to-consumer fine jewellery brand has appointed actor and entrepreneur Kriti Sanon as its brand ambassador and investor, as the jewellery brand expands its presence in India’s growing D2C jewellery market.

The move marks a major milestone for the fast-growing jewellery brand as it sharpens its focus on India’s young, style-conscious consumers who increasingly see jewellery as an everyday form of self-expression rather than something reserved for weddings and special occasions.

Beyond her financial investment, Kriti will also contribute to brand-building initiatives, collection design inputs and consumer engagement strategies, bringing her influence in fashion, storytelling and youth culture into the company’s next growth phase.