Ekta Kapoor backs Ekatra Jewels, eyes opportunity in India’s $70-billion jewellery market

Producer and entrepreneur Ekta Kapoor is making her latest business bet outside entertainment, entering India’s luxury jewellery market through a partnership and investment in Ekatra Jewels, a premium jewellery startup focused on lab-grown diamonds and technology-led product innovation. The company did not disclose the investment amount.

The move comes at a time when India’s jewellery industry—estimated to be worth around $70 billion—is undergoing a gradual transformation. While gold continues to dominate as both adornment and investment, emerging consumer segments, particularly younger urban buyers, are increasingly prioritising design, wearability, sustainability and lifestyle value.

Kapoor’s association with Ekatra signals an attempt to tap into this changing consumption pattern rather than compete through traditional jewellery retail formats.

Known for creating some of India’s most successful television franchises and building a content empire around women-centric storytelling, Kapoor’s entry into the category appears aligned with a broader shift in premium consumer markets where celebrity influence is increasingly being paired with operating partnerships and equity participation.

What is driving the next phase of jewellery consumption?

According to the company, Kapoor will contribute to shaping the brand’s positioning and consumer narrative as Ekatra seeks to build a differentiated identity in a crowded jewellery market.

“For generations, jewellery was seen as something reserved for occasions. Today’s consumer wants products that fit into everyday life and personal expression,” Kapoor said while announcing the partnership.

Founded by Pavitra Gandhi, Vasuki Punj, Sunny Sakariya, Chirayu Yardi and Sussanne Khan, Ekatra is positioning itself as a design-and-technology-led jewellery company rather than a conventional luxury label.

Its portfolio includes IGI-certified lab-grown diamonds, including Type II-A diamonds, which are known for high purity and optical performance. The company has also introduced Shristi Ratna™, a proprietary 108-facet diamond cut developed to increase brilliance and create differentiation in the premium segment.

The company also unveiled “Oh My Gold”, a collection co-created with Sussanne Khan that uses hollow-construction technology to make gold jewellery significantly lighter.

As India’s premium consumption story expands, jewellery brands are increasingly competing not just on craftsmanship and pricing but on innovation, storytelling and cultural relevance—areas where Kapoor’s experience could become a strategic advantage.