Zinara, a direct-to-consumer brand selling lab-grown diamond jewellery, has taken on a new strategic investor as it heads into India’s festive shopping season. The actress Nikita Dutta has bought a stake in the company, in what her representatives called her first investment in a consumer brand. Neither side disclosed the amount or the size of the holding, describing the arrangement as a long-term partnership rather than a one-off financial bet.
The brand was founded by Harshit Abrol, its co-founder and chief executive and a graduate of IIT Delhi. Zinara sells certified, conflict-free lab-grown stones that it says match mined diamonds in their physical, chemical and optical properties, paired with contemporary designs aimed at younger buyers. Its pitch rests on offering the look and credentials of natural diamonds at lower prices, a message that has gained ground as manufactured stones take a larger share of the market.
Abrol said the company had built momentum before the deal and saw the festive period as a chance to grow further. “Zinara has seen significant growth over the last two quarters, and with the festive season ahead, we see a tremendous opportunity to build on that momentum,” he said. The brand has not published detailed revenue figures, but pointed to steady expansion across two quarters as the reason it drew outside interest.
On the new investor, Abrol tied the move to the company’s wider ambitions. “Nikita Dutta joining us as a strategic investor marks an important step in that journey,” he said, adding that her feel for fashion and culture would bring a useful perspective. The company said Dutta would take an active role rather than lend her name alone, working on how the brand presents itself to buyers.
Dutta said her interest came from a shift in how younger customers choose jewellery. “For me, jewellery has always been an expression of individuality, and I believe the way we discover and choose jewellery is changing with the new generation,” she said. Lab-grown diamonds have moved from novelty to mainstream in parts of the Indian market, and brands like Zinara are trying to hold their place before larger jewellers expand their own ranges.
