Ekatra Retail Ventures Pvt. Ltd., a design, technology and content company, has raised Rs 10 crore in strategic investment at a valuation of Rs 100 crore, achieving the milestone within 100 days of its launch. The funding round included participation from strategic investors and comes after the company deployed Rs 10 crore in founder capital over two years of pre-launch development.
The new capital will go toward brand building, retail expansion and product innovation in India and international markets.
Ekatra was founded by Pavitra Gandhi. The company has named Ekta Kapoor and Sussanne Khan as Co-Founders of Ekatra Jewels, with Khan also taking on the role of Co-Founder and Design Director.
The company operates a vertically integrated, farm-to-finger model, controlling its entire value chain. It grows and cuts its own Type IIa lab-grown diamonds, a category that accounts for roughly 2% of all diamonds. Ekatra holds four patented diamond cuts, including a 108-facet cut called Shristi Ratna, along with proprietary hollow gold construction technology.
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.”
The funding announcement comes as gold prices in India trade at record highs, above Rs 1.5 lakh per 10 grams, up more than 30% over the past year. The price rise has pushed jewellery makers to reduce the amount of gold used per piece. Ekatra says its hollow gold construction technology, developed during its two-year pre-launch period, produces large, statement-style jewellery using less gold by altering the piece’s engineering rather than its material volume.
The technology’s first full application is Sussanne Khan’s OH MY GOLD collection, which launched recently. Sussanne, Co-Founder and Creative Director, 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. 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.”
Ekatra has developed a library of more than 5,000 designs for markets in India, the United States and the Middle East, as part of its plan to build a global luxury brand from India.
