Redefining Everyday Jewels
Ekta Kapoor Partners Ekatra Jewels to Transform India's Luxury Market with Innovative Everyday Designs
Key Points
“Oh My Gold” is engineered to be “up to 80% lighter than traditional gold jewellery,” using proprietary hollow-construction technology aimed at making daily wear more comfortable.
Ekatra’s Shristi Ratna cut is not only designed for light performance (108 facets vs. 57), but also explicitly draws “cultural inspiration from the significance of the number 108 in India.”
Kapoor framed the partnership in a direct quote contrasting occasion jewellery with everyday wear: “For generations, jewellery was treated as something women protected for occasions. I believe jewellery should move with women through everyday life… and self-expression.”
Ekatra’s lab-grown Type II-A positioning is further detailed as “the purest and rarest category of diamonds in the world,” described as known for “exceptional brilliance, chemical purity, and optical performance.”
The company markets Ekatra as “India’s first true Design · Technology jewellery house,” positioning the brand (with Kapoor’s involvement) as a disruption to traditional jewellery—moving it from “locked away for occasions” to “everyday expression of identity.”
Ekta Kapoor, one of India's most influential television producers, has joined Ekatra Jewels as an investor and strategic partner, targeting India's jewellery market estimated at around $70 billion City Air News. The announcement came on June 4, 2026, alongside the launch of a new gold collection co-created with designer Sussanne Khan, who co-founded the brand Observer Voice.
Kapoor framed the bet in direct terms. "For generations, jewellery was treated as something women protected for occasions," she said. "I believe jewellery should move with women through everyday life... it's about celebrating self-expression and the stories we carry" India Entrepreneur.
Ekatra Brands Itself as India's First Design-Technology Jewel House
Ekatra Retail Ventures officially launched on International Women's Day, March 8, 2026 Media Brief. The company calls itself "India's first true Design-Technology Jewellery House," a direct challenge to traditional players like Tanishq and Kalyan Jewellers who built their empires on heavy gold and high-frequency wedding sales.
Its core product is 100% IGI-certified lab-grown diamonds, specifically Type II-A stones Prittle Prattle News. These are described as the rarest category of diamonds — only 1-2% of natural stones qualify — known for superior optical performance due to an almost total absence of nitrogen impurities. Every stone Ekatra sells falls into this category.
Patented 108-Facet Cut Doubles Down on Sparkle and Culture
Ekatra's signature diamond cut is called the Shristi Ratna. It has 108 facets, nearly double the 57 facets on a standard round brilliant cut Observer Voice. More facets mean more surfaces for light to bounce off, producing greater fire and sparkle. The company holds a patent on the cut.
The number 108 was not chosen by accident. It holds deep cultural significance in India, symbolizing wholeness and cosmic alignment India Entrepreneur. The brand says this blends ancient Indian philosophy with precision engineering — a narrative designed to appeal to younger, design-conscious buyers who want meaning alongside aesthetics.
'Oh My Gold' Collection Makes Gold Up to 80% Lighter
The June 4 launch also introduced "Oh My Gold," or OMG, a collection co-created by Sussanne Khan Prittle Prattle News. It uses proprietary hollow-construction technology to make gold pieces up to 80% lighter than traditional solid gold jewellery. The goal is simple: solve the discomfort that stops women from wearing gold every day.
Traditional jewellery in India is typically 22k or 24k solid gold, heavy by design and valued by weight for resale. Ekatra's model uses 14k or 18k hollow pieces that prioritize wearability over bullion value City Air News. It is a direct trade-off — less resale weight, more daily use — and a deliberate push away from the "locker mentality" that has defined Indian jewellery for generations.
Lab-Grown Diamond Market Set to Quadruple by 2035
Kapoor's entry lands at a moment of rapid structural change. India's lab-grown diamond market is projected to grow from $2.8 billion in 2025 to $11.6 billion by 2035, a compound annual growth rate of 15.4% Media Brief. Lab-grown diamonds are chemically identical to mined stones but cost 30-40% less, drawing younger buyers away from traditional retailers.
The Indian government has backed the sector with 100% foreign direct investment approval and removed import tariffs to boost exports City Air News. Analysts say Kapoor's involvement — as a strategic partner, not just a celebrity endorser — signals the mainstream arrival of lab-grown diamonds in India. Established jewellery houses may now face pressure to launch their own tech-forward and lighter-weight collections to compete Prittle Prattle News.
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