Ekatra Achieves Rs 100 Crore Valuation Within 100 Days, Secures Rs 10 Crore Strategic Investment
Ekatra Retail Ventures Pvt. Ltd., a company focused on design, technology and content, has secured Rs 10 crore in strategic investment at a valuation of Rs 100 crore, just 100 days after its launch. The funding round included participation from strategic investors and comes after Rs 10 crore in founder capital was invested during two years of pre-launch development. The fresh funds will be used to strengthen brand building, expand retail operations and accelerate product innovation across India and global markets.
Founded by Pavitra Gandhi, Ekatra has also introduced Ekta Kapoor and Sussanne Khan as Co-Founders of Ekatra Jewels, with Sussanne Khan also serving as Co-Founder and Design Director. The company operates a vertically integrated, farm-to-finger model, managing its value chain from production to finished jewellery. Ekatra cultivates and cuts its own Type IIa lab-grown diamonds, considered the rarest diamond category and accounting for approximately 2% of diamonds. The company also holds four patented cuts, including the 108-facet Shristi Ratna™, as well as proprietary technology for hollow gold construction.
Pavitra Gandhi, Founder, Ekatra Jewels, said:
“Ekatra was founded on the belief that the future of luxury depends on controlling every stage of the journey—from innovation and craftsmanship to the final consumer experience. This investment reinforces our vision and provides the foundation to scale responsibly, enter global markets and continue developing jewellery that brings together technology, design and effortless everyday luxury.”
Vasuki Punj, Founder & Strategic Investor, said:
“Right from the beginning, our priority has been to create a differentiated business built on strong fundamentals rather than pursuing short-term achievements. This investment demonstrates confidence in Ekatra’s long-term vision, vertically integrated approach and potential to establish a globally relevant luxury brand from India.”
Ekta Kapoor, Co-Founder, Ekatra Jewels, said:
“Every industry eventually reaches a stage where traditional approaches need to give way to reinvention. I believe luxury has reached that point today. Ekatra is not simply entering the jewellery industry; it aims to challenge established conventions through innovation, design and a fresh approach to fine jewellery. The brands that shape the future are those willing to rethink the rules, and that is precisely what we are creating with Ekatra.”
The development comes at a time when gold prices in India have crossed Rs 1.5 lakh per 10 grams, representing an increase of more than 30% over the past year and prompting the jewellery industry to reconsider how much gold is actually required to create substantial designs. During its two-year pre-launch phase, Ekatra focused on addressing this challenge through its hollow gold construction technology, which creates the visual scale and presence of statement jewellery while significantly reducing the quantity of gold required. The approach effectively engineers volume rather than simply increasing the amount of metal used.
Sussanne Khan’s newly introduced OH MY GOLD collection represents the first major expression of this technology and design philosophy.
Sussanne Khan, Co-Founder and Creative Director, Ekatra Jewels, said:
“With OH MY GOLD, we wanted to rethink what statement jewellery can be. The collection is based on a simple yet powerful idea: jewellery can appear bold, oversized and luxurious without requiring large quantities of gold. By combining genuine gold, innovative engineering and Indian-made lab-grown diamonds, we have created pieces that deliver a strong visual impact while remaining remarkably lightweight and comfortable for everyday wear. It offers the appearance of substantial jewellery without the weight.”
With a portfolio of over 5,000 designs created for markets including India, the United States and the Middle East, Ekatra aims to establish itself as a globally recognised luxury jewellery brand originating from India.