GIVA and CaratLane: The Shimmering Landscape of India’s Jewellery Market
June 12, 2025, 11:07 am
In the bustling world of Indian jewellery, two brands are making waves: GIVA and CaratLane. Both are not just selling ornaments; they are crafting experiences. Their recent moves highlight the dynamic nature of the market, where innovation meets tradition.
GIVA recently secured a hefty Rs 450 crore in funding. This investment comes from Creaegis Investment and existing backers. It’s a testament to the brand’s potential. GIVA, led by Ishendra Agarwal, is not just another jewellery company. It’s a player in the omnichannel space, blending online and offline shopping seamlessly.
The funding round was a strategic maneuver. GIVA issued 1.73 lakh Series C compulsorily convertible preference shares. Each share was priced at Rs 25,947. This capital infusion pushes the company’s valuation to an impressive Rs 3,950 crore. It’s a significant leap, especially after raising Rs 255 crore in an extended Series B round less than a year ago.
The funds will fuel GIVA’s retail expansion and enhance its lab-grown diamond offerings. This is crucial in a market where sustainability is becoming a priority. The jewellery sector is evolving, and GIVA is positioning itself at the forefront.
However, it’s not all glitter and gold. GIVA reported a 66% increase in operating revenue, reaching Rs 274 crore for FY24. Yet, rising metal procurement costs have taken a toll. The company’s losses grew by 30% year-over-year, totaling Rs 59 crore. Despite this, GIVA is optimistic. It projects an operating revenue of Rs 809 crore with a profit before tax of Rs 10 crore for FY26.
In contrast, CaratLane is also making headlines. Recently, it celebrated National Flight Attendant Day in a unique way. Partnering with Xperia Group, CaratLane rolled out the red carpet for flight attendants. This event was not just a marketing gimmick; it was a heartfelt tribute to the dedication of these professionals.
The launch of CaratLane’s "Runway" Collection coincided with this celebration. This collection is designed to honor the elegance and spirit of women in aviation. The Delhi airport transformed into a glamorous stage, complete with life-sized mannequins capturing candid moments. It was a spectacle, blending the worlds of aviation and jewellery.
CaratLane’s Chief Marketing Officer emphasized the importance of recognizing flight attendants. This initiative reflects a broader trend in marketing—brands are seeking to connect emotionally with their audience. By celebrating everyday heroes, CaratLane is positioning itself as a brand that cares.
The collaboration also included vibrant branding at key airport touchpoints. This strategy amplifies visibility and engagement. Customers intrigued by aviation and bold designs can explore the collection online or in select stores.
CaratLane, a Tata product, has been a pioneer in the omnichannel jewellery space since its inception in 2008. The brand’s mission is clear: to make beautiful jewellery accessible and affordable. With over 320 brand stores across India and one international store in New Jersey, CaratLane is expanding its footprint.
The brand has also introduced innovative features like CaratLane Live, an online shopping experience, and Try at Home, allowing customers to try jewellery in the comfort of their homes. These initiatives cater to modern consumers who value convenience and personalization.
Both GIVA and CaratLane are navigating a competitive landscape. They face challenges from various players, including Tata-backed CaratLane and a host of lab-grown diamond startups. Yet, their strategies reflect a keen understanding of market dynamics.
The jewellery market in India is witnessing a transformation. Consumers are becoming more discerning. They seek quality, sustainability, and emotional connections with brands. GIVA and CaratLane are responding to these demands.
GIVA’s focus on lab-grown diamonds aligns with the growing trend of ethical consumption. As consumers become more aware of the environmental impact of traditional diamond mining, brands that offer sustainable alternatives will thrive.
On the other hand, CaratLane’s experiential marketing approach is a game-changer. By creating memorable experiences, the brand fosters loyalty and emotional connections. This strategy not only attracts customers but also builds a community around the brand.
In conclusion, GIVA and CaratLane are shining examples of innovation in the Indian jewellery market. They are not just selling products; they are creating narratives. As they continue to evolve, one thing is clear: the future of jewellery in India is bright. With a blend of tradition and modernity, these brands are set to redefine the landscape. The dance of diamonds and creativity is just beginning.
GIVA recently secured a hefty Rs 450 crore in funding. This investment comes from Creaegis Investment and existing backers. It’s a testament to the brand’s potential. GIVA, led by Ishendra Agarwal, is not just another jewellery company. It’s a player in the omnichannel space, blending online and offline shopping seamlessly.
The funding round was a strategic maneuver. GIVA issued 1.73 lakh Series C compulsorily convertible preference shares. Each share was priced at Rs 25,947. This capital infusion pushes the company’s valuation to an impressive Rs 3,950 crore. It’s a significant leap, especially after raising Rs 255 crore in an extended Series B round less than a year ago.
The funds will fuel GIVA’s retail expansion and enhance its lab-grown diamond offerings. This is crucial in a market where sustainability is becoming a priority. The jewellery sector is evolving, and GIVA is positioning itself at the forefront.
However, it’s not all glitter and gold. GIVA reported a 66% increase in operating revenue, reaching Rs 274 crore for FY24. Yet, rising metal procurement costs have taken a toll. The company’s losses grew by 30% year-over-year, totaling Rs 59 crore. Despite this, GIVA is optimistic. It projects an operating revenue of Rs 809 crore with a profit before tax of Rs 10 crore for FY26.
In contrast, CaratLane is also making headlines. Recently, it celebrated National Flight Attendant Day in a unique way. Partnering with Xperia Group, CaratLane rolled out the red carpet for flight attendants. This event was not just a marketing gimmick; it was a heartfelt tribute to the dedication of these professionals.
The launch of CaratLane’s "Runway" Collection coincided with this celebration. This collection is designed to honor the elegance and spirit of women in aviation. The Delhi airport transformed into a glamorous stage, complete with life-sized mannequins capturing candid moments. It was a spectacle, blending the worlds of aviation and jewellery.
CaratLane’s Chief Marketing Officer emphasized the importance of recognizing flight attendants. This initiative reflects a broader trend in marketing—brands are seeking to connect emotionally with their audience. By celebrating everyday heroes, CaratLane is positioning itself as a brand that cares.
The collaboration also included vibrant branding at key airport touchpoints. This strategy amplifies visibility and engagement. Customers intrigued by aviation and bold designs can explore the collection online or in select stores.
CaratLane, a Tata product, has been a pioneer in the omnichannel jewellery space since its inception in 2008. The brand’s mission is clear: to make beautiful jewellery accessible and affordable. With over 320 brand stores across India and one international store in New Jersey, CaratLane is expanding its footprint.
The brand has also introduced innovative features like CaratLane Live, an online shopping experience, and Try at Home, allowing customers to try jewellery in the comfort of their homes. These initiatives cater to modern consumers who value convenience and personalization.
Both GIVA and CaratLane are navigating a competitive landscape. They face challenges from various players, including Tata-backed CaratLane and a host of lab-grown diamond startups. Yet, their strategies reflect a keen understanding of market dynamics.
The jewellery market in India is witnessing a transformation. Consumers are becoming more discerning. They seek quality, sustainability, and emotional connections with brands. GIVA and CaratLane are responding to these demands.
GIVA’s focus on lab-grown diamonds aligns with the growing trend of ethical consumption. As consumers become more aware of the environmental impact of traditional diamond mining, brands that offer sustainable alternatives will thrive.
On the other hand, CaratLane’s experiential marketing approach is a game-changer. By creating memorable experiences, the brand fosters loyalty and emotional connections. This strategy not only attracts customers but also builds a community around the brand.
In conclusion, GIVA and CaratLane are shining examples of innovation in the Indian jewellery market. They are not just selling products; they are creating narratives. As they continue to evolve, one thing is clear: the future of jewellery in India is bright. With a blend of tradition and modernity, these brands are set to redefine the landscape. The dance of diamonds and creativity is just beginning.