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, within 100 days of launch. The round saw participation from strategic investors, and follows Rs 10 crore of founder capital deployed over two years of pre-launch development. The capital will support brand building, retail expansion and product innovation across India and international markets.

Founded by Pavitra Gandhi, Ekatra has also announced Ekta Kapoor and Sussanne Khan as Co-Founders of Ekatra Jewels, with Sussanne Khan additionally taking on the role of Co-Founder and Design Director. Ekatra owns its end-to-end value chain on a vertically integrated, farm-to-finger model. The company grows and cuts its own Type IIa lab-grown diamonds — the rarest category, roughly 2% of all diamonds — and holds four patented cuts, including the 108-facet Shristi Ratna™, alongside 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 announcement comes as gold trades at record highs of over Rs 1.5 lakh per 10 grams in India, up more than 30% in a year, forcing the industry to confront how much metal a piece actually needs. Ekatra spent its two pre-launch years answering that question: its hollow gold construction technology delivers the scale and presence of statement jewellery using a fraction of the gold — engineering the volume rather than buying it.

Sussanne Khan’s newly launched OH MY GOLD collection is the first full expression of that work.

Sussanne Khan, Co-Founder and Creative Director, Ekatra Jewels, 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.”

With a library of more than 5,000 designs developed for India, the United States and the Middle East, Ekatra aims to build a globally relevant luxury brand from India.