Indian producer and entreprenuer Ekta Kapoor has entered into the luxury jewellery sector by partnering with Ekatra Jewels, a Mumbai-based luxury jewellery house, as the brand repositions itself as India’s first design, technology, and content jewellery company.
The announcement marks a significant bet on the country’s fine jewellery sector, estimated at $70 billion, and on a growing consumer segment: urban Indian women who want everyday jewellery that reflects their lives rather than pieces stored away for weddings and festivals.
“For generations, jewelry was treated as something women protected for occasions. I believe jewelry should move with women through everyday life, through ambition, work, celebration, travel, and self-expression. That’s what excited me about Ekatra. At Ekatra, we are building a brand that reflects the woman of today: conscious, expressive, independent, and unapologetically powerful,” says Ekta Kapoor.
Founded by Pavitra Gandhi, Vasuki Punj, Sunny Sakariya, Chirayu Yardi, and Sussanne Khan, Ekatra Jewels is a women-led luxury jewellery house redefining Indian fine jewellery through the intersection of design, technology, culture, and conscious craftsmanship.
At the core of Ekatra Jewels’ innovation are its 100% IGI-certified lab-grown diamonds, including premium Type II-A diamonds the purest and rarest category of diamonds in the world, known for their exceptional brilliance, chemical purity, and optical performance.
The brand’s central product claim is the Shristi Ratna™, a patented 108-facet diamond cut. Standard diamonds have 57 facets; Ekatra says the additional facets improve light return and brilliance. The number 108 references its significance in Indian spiritual tradition.
The brand has also launched ‘Oh My Gold,’ a gold jewellery collection co-created with Sussanne Khan. It uses a hollow-construction method the company says makes pieces up to 80% lighter than traditional gold jewellery.
Ekatra also works with influencer Apoorva Mukhija and actors Jennifer Winget and Pragya Kapoor.
