Ekatra Retail Ventures has raised Rs 10 crore at a Rs 100 crore valuation, less than 100 days after its launch. The company had previously invested Rs 10 crore in founder capital over two years to develop its products, technology, and supply chain.
The company plans to use the new capital to expand its retail presence, build the brand and develop new products across Indian and international markets.
As part of its jewellery business, Ekatra has brought on board Ekta Kapoor and Sussanne Khan as Co-Founders of Ekatra Jewels. Khan will also serve as Co-Founder and Design Director.
The company operates a vertically integrated farm-to-finger model, covering key parts of the diamond and jewellery supply chain. It grows and cuts its own Type IIa lab-grown diamonds and has developed four patented diamond cuts, including the 108-facet Shristi Ratna. Its technology portfolio also includes a proprietary hollow gold construction method.
The focus on reducing gold usage comes as prices remain at record levels in India, with gold trading above Rs 1.5 lakh per 10 grams and having risen more than 30% over the past year.
Ekatra says its hollow gold technology was developed during its two-year pre-launch period to address the amount of metal required to create large statement jewellery. Instead of using more gold to create volume, the construction method creates larger forms while using less metal.
Pavitra Gandhi, Founder, Ekatra Jewels, said, “Ekatra was built with the belief that the future of luxury lies in owning every part of the journey, from innovation and craftsmanship to consumer experience. This investment validates our vision and gives us the momentum to scale thoughtfully, expand globally and continue creating jewellery that blends technology, design and everyday elegance.”
Vasuki Punj, Founder & Strategic Investor, said, “From day one, our focus has been on building a differentiated business with strong fundamentals, not chasing short-term milestones. This investment reflects confidence in our long-term vision, our integrated model and our ability to create a globally relevant luxury brand from India.”
Ekta Kapoor, Co-Founder, Ekatra Jewels, said, “Every industry eventually reaches a point where convention has to make way for reinvention. I believe luxury is at that moment today. Ekatra isn’t here to participate in the category; it’s here to challenge it, with innovation, design and a completely new way of thinking about fine jewellery. The brands that will define the future are the ones that dare to rewrite the rules, and that’s exactly what we’re building.”
Sussanne Khan’s newly launched OH MY GOLD collection is the first full expression of that work. Sussanne Khan, Co-Founder and Creative Director, Ekatra Jewels, said, “With the OH MY GOLD collection, we wanted to challenge the idea of what statement jewellery can feel like. The collection is built on one bold idea, jewellery can look chunky, big and luxurious without using a lot of gold.”
He further added, “By bringing together real gold, smart engineering and lab-grown diamonds made in India, we’ve created pieces that make a statement while remaining surprisingly light and effortless to wear every day. It’s the look of heavy jewellery, without the heaviness.”
