Ekta Kapoor Joins Ekatra Jewels in Strategic Investment Move

Ekta Kapoor, one of India’s most influential television producers and entrepreneurs, has entered the luxury jewellery segment by partnering with Ekatra Jewels.

Kapoor’s association goes beyond investment, aiming to reshape how modern Indian women view and wear jewellery, bringing her focus on strong female narratives into the space. Known for creating stories centred on strong female characters, she aims to bring a similar perspective to the jewellery industry.

“For generations, jewelry was treated as something women protected for occasions. I believe jewelry 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.”

Ekatra Jewels claims to focus on lab-grown diamonds, all of which are 100% IGI-certified. Among its offerings are premium Type II-A diamonds, considered one of the purest forms available. The company has also introduced a patented 108-facet diamond cut, called Shristi Ratna™, designed to enhance brilliance and light reflection compared to traditional 57-facet cuts.

In addition, the brand unveiled a new collection titled “Oh My Gold,” co-created with Sussanne Khan. The collection uses hollow-construction technology, making pieces significantly lighter than conventional gold jewellery. The aim is to make luxury jewellery more suitable for daily wear rather than limiting it to special occasions.

Founded in March 2026, Ekatra Jewels is led by entrepreneurs including Sussanne Khan, Pavitra Gandhi, Vasuki Punj, Sunny Sakariya, and Chirayu Yardi, along with Kapoor. The company positions itself at the intersection of design, technology, and storytelling, targeting a younger, more conscious consumer base.

With Kapoor’s entry, the brand is expected to gain greater visibility as it attempts to redefine India’s fine jewellery market. Industry observers note that the shift towards lightweight, lab-grown, and design-focused jewellery reflects changing consumer preferences.