India, May 25 -- D2C jewellery brand GIVA has roped in Bollywood actor and Hyphen cofounder Kriti Sanon as its brand ambassador and investor.

However, the startup didn't disclose the amount of capital invested by Sanon. Besides the investment, Sanon will actively contribute to its brand-building, collection design, and consumer engagement efforts.

GIVA was founded in 2019 by Ishendra Agarwal, Nikita Prasad and Sachin Shetty. It initially sold authentic 925 fine silver jewellery but later diversified into 14K and 18K gold and lab-grown diamond jewellery. It also sells watch charms, perfumes and personalised jewellery.

Currently, the startup claims to serve over 2 Mn customers across over 55 cities via 350+ stores.

In June last year, GI...