Ekta Kapoor backs Ekatra Jewels, bets on India’s growing luxury jewellery market

Ekta Kapoor, the producer-entrepreneur, joins a lab-grown diamond brand as it targets modern women. After spending decades shaping television and entertainment narratives, Ekta Kapoor is now looking to script a new success story in the jewellery business. Joining Ekatra Jewels as an investor and strategic partner marks her entry into India’s rapidly expanding luxury jewellery market. The move brings one of the country’s most influential storytellers into a sector increasingly being reshaped by lab-grown diamonds, technology-led innovation and changing consumer preferences.

More than a financial investment, Kapoor’s association signals a broader ambition to build a women-led luxury brand aimed at modern Indian consumers. The company is positioning itself at the intersection of design, technology and conscious craftsmanship, with a focus on everyday wear rather than traditional occasion-led jewellery. For Kapoor, the partnership reflects themes that have defined much of her entertainment career: independence, self-expression and women challenging convention.

“For generations, jewellery was treated as something women protected for occasions. I believe jewellery should move with women through everyday life, through ambition, work, celebration, travel and self-expression. That’s what excited me about Ekatra. At Ekatra, we are building a brand that reflects the woman of today: conscious, expressive, independent and unapologetically powerful,” said Ekta Kapoor.

One of Ekatra’s flagship innovations is the Shristi Ratna, a patented 108-facet diamond cut designed to maximise light return and sparkle. Traditional round diamonds typically feature 57 facets, while the Shristi Ratna design draws inspiration from the spiritual significance of the number 108 in Indian culture.

As consumer tastes shift towards more personalised and purpose-driven purchases, Ekatra Jewels is betting that the future of luxury will not just be about sparkle, but about storytelling, innovation and everyday relevance.