Television producer and entrepreneur joins women-led fine jewellery brand as investor, signalling growing interest in conscious luxury and lab-grown diamonds
Television and film producer Ekta Kapoor has invested in fine jewellery brand Ekatra Jewels, marking her entry into India’s fast-growing premium jewellery and conscious luxury segment.
The company announced that Kapoor has joined the women-led luxury jewellery brand as an investor and strategic partner, bringing her experience in storytelling and consumer engagement to the business as it seeks to build a stronger presence among modern Indian consumers.
Founded by Pavitra Gandhi, Vasuki Punj, Sunny Sakariya, Chirayu Yardi and Sussanne Khan, the brand positions itself at the intersection of design, technology and conscious craftsmanship, with a focus on lab-grown diamonds and contemporary jewellery for everyday wear.
Kapoor said the partnership aligns with her long-standing focus on empowering women through storytelling.
“For generations, jewellery was treated as something women protected for occasions. I believe jewellery should move with women through everyday life, through ambition, work, celebration, travel and self-expression,” Kapoor said. “At Ekatra, we are building a brand that reflects the woman of today: conscious, expressive, independent and unapologetically powerful.”
The investment comes at a time when India’s jewellery market is witnessing rising demand for lightweight designs, lab-grown diamonds and premium products that blend sustainability with luxury. Ekatra has sought to differentiate itself through innovation-led offerings, including its proprietary 108-facet diamond cut and a range of IGI-certified lab-grown diamonds.
Alongside Kapoor’s investment, the company has also unveiled “Oh My Gold”, a collection co-created with Sussanne Khan. The collection uses hollow-construction technology to make jewellery significantly lighter than conventional gold pieces, catering to consumers seeking everyday luxury products.
The move reflects a broader trend of celebrities taking equity positions in consumer brands rather than limiting their involvement to endorsements. Industry observers say such partnerships can help emerging brands strengthen consumer trust, accelerate brand-building efforts and expand their reach among younger, digitally savvy consumers.
With organised jewellery retail continuing to expand and lab-grown diamonds gaining acceptance among urban consumers, Ekatra is positioning itself to capitalise on changing preferences in one of India’s largest lifestyle categories.
