Direct-to-consumer silver jewellery brand Unniyarcha has raised Rs 10 crore in a round led by Sauce VC, with Consumer Collective Atrium also participating, as per media reports.
The startup will utilise the funds towards branding and marketing, expanding its manufacturing and supply chain capacity, and adding new product categories.
The Gurugram-based company was founded by Divya Nambiar and Pulkit Bhat in 2021. It designs and makes both traditional and modern silver jewellery in-house and works with a network of 70 artisans. The brand is named after Unniyarcha, a legendary woman warrior from 17th-century Malabar.
The range spans necklaces, earrings, bangles, pendants and men’s jewellery, typically priced between Rs 1,000 and Rs 3,000. About half of sales come from its own website and 45% from quick commerce, with the remainder on e-commerce marketplaces.
Unniyarcha competes with large brands such as Mia by Tanishq and Tata’s CaratLane, and with D2C players including Giva and Palmonas, as well as many newer Instagram-led jewellery labels.
