GIVA founder Ishendra Agarwal announced the withdrawal of the brand's Kriti Sanon Rakshabandhan advertisement after the campaign drew significant criticism over its portrayal of festival traditions. The advertisement showed Sanon in an Indo-Western festive outfit and expanded the definition of siblinghood by including a pet dog as a "furry sibling" in the rakhi celebration. According to reports from LiveMint, Agarwal addressed the controversy on Instagram, stating that there had been a perception that the company had backed away from the campaign and its message following the backlash. The company still stands by the campaign's message and intent, with Agarwal clarifying that the decision was driven by concerns over the safety of its employees and stores, not a change in its belief in the campaign's message. As reported by multiple sources, the ad's removal followed public outcry and safety concerns, with Sanon defending the importance of emotional connections over attire.
GIVA has transformed from a ₹10 lakh investment into a nearly ₹5,000 crore-valued jewellery business since entering the market in 2019. As reported by LiveMint, the Bengaluru-based fine jewellery brand co-founded by Agarwal, Nikita Prasad and Sachin Shetty started with a modest investment but achieved significant growth. The company's latest valuation stands at about ₹4,924.55 crore as of July 28, 2026, according to Tracxn data. Daily orders jumped dramatically from around one to nearly 250 in a single day, forcing the founders to pack orders through the day and night, with the company soon running out of inventory.
GIVA entered a competitive online jewellery market by focusing on silver jewellery as a premium yet relatively accessible offering. According to LiveMint, Agarwal believed gold was expensive, making higher-value jewellery purchases more difficult to sell online. The company's thesis was that jewellery would increasingly be treated as an everyday accessory rather than purely an investment. GIVA positioned itself as a more affordable proposition compared to established online jewellery brands, targeting the growing market for accessible fine jewellery.
GIVA's consolidated net loss increased to ₹72.35 crore in FY25 from ₹58.65 crore a year earlier, with EBITDA standing at negative ₹51.30 crore. As reported by LiveMint, the numbers point to a business that has scaled significantly but continues to spend as it expands its retail footprint and operations. The financial metrics reflect the company's investment in growth and expansion during its rapid scaling phase.
