India’s lab-grown diamond jewellery market is seeing growing interest from new-age brands and consumers, with companies increasingly turning to contemporary designs, accessibility and digital-first retail strategies to expand the category beyond its traditional niche.

The segment is also receiving attention from public figures as jewellery brands look to build a stronger connection with modern consumers. One of the latest developments is Bollywood actress Nikita Dutta joining lab-grown diamond jewellery brand Zinara as a strategic investor.

Nikita Dutta Makes Her First Consumer Brand Investment

Dutta’s investment in Zinara marks her first-ever investment in the consumer brand space. Her association brings together her background in fashion and popular culture with Zinara’s focus on making lab-grown diamond jewellery more accessible to modern consumers.

The partnership comes as Zinara looks to build on its recent commercial momentum. The brand has recorded revenue growth over the past two quarters and is preparing to accelerate its expansion with the festive season approaching.

For Zinara, Dutta’s involvement is positioned as more than a celebrity association. The company expects her understanding of fashion and culture, along with her perspective on how new-age jewellery consumers discover and engage with brands, to contribute to its next phase of growth.

Zinara Looks To Scale With Festive Demand

Harshit Abrol, Co-founder and CEO of Zinara and an alumnus of IIT Delhi, said the company has experienced significant growth over the last two quarters.

“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,” Abrol said.

He added that Dutta’s entry as a strategic investor represents an important step for the company as it works towards its expansion plans.

According to Abrol, Dutta’s understanding of fashion and culture could offer Zinara a valuable perspective on the changing ways consumers discover and connect with jewellery brands.

The company believes her association can support its efforts to make diamond jewellery accessible to a wider audience.

Why Lab-Grown Diamonds Are Drawing Attention

Lab-grown diamonds are manufactured using advanced technological processes that replicate the conditions under which naturally occurring diamonds are formed.

The category has opened space for newer jewellery brands to develop businesses around contemporary collections and younger consumers. Digital and online channels have also become an important part of how these consumers discover and purchase jewellery.

This has allowed new-age brands to approach the jewellery market with a stronger focus on design, accessibility and digital-first retail experiences.

Amit Shah Backs India’s Lab-Grown Diamond Ambition

The broader lab-grown diamond industry has also received attention at the policy level. Union Home Minister Amit Shah has pitched the idea of India becoming a global leader in lab-grown diamonds, noting that the market is expected to expand nearly 50-fold.

The remarks add to the growing focus around India’s role in the emerging segment, while brands such as Zinara are attempting to build consumer-facing businesses around lab-grown diamond jewellery.

Celebrity Participation Adds A New Consumer Angle

Dutta’s investment gives Zinara another way to connect the category with contemporary fashion and popular culture. Her film credits include Kabir Singh, The Big Bull and Jewel Thief, while she is also associated with the upcoming Dharmatics project Nazdeekiyan.

Beyond cinema, Dutta serves as a brand ambassador for global brands including Adidas. Her association with Zinara brings that experience into a strategic investment in a consumer jewellery brand.

For the lab-grown diamond jewellery category, the growing participation of celebrities and public figures represents another avenue through which brands are seeking to build consumer awareness and strengthen their connection with younger audiences.

With Zinara reporting growth over the past two quarters and the festive season ahead, the company is now looking to use its latest strategic partnership as it moves into its next phase of expansion.

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