“At GIVA, we set out to challenge the idea that jewellery should only be reserved for special occasions.”
– Nikita Prasad (Co-Founder & Creative Head, GIVA)
From spending her childhood in jewellery showrooms to co-founding one of the very well-known modern jewellery brands in India, Nikita Prasad has made a revolution in the industry. As the lady behind GIVA, she has helped reshape how young Indians look at jewellery, moving it from an occasional luxury to an everyday expression of style.
A childhood shaped by craft
Nikita comes from a family of jewellers based in Rourkela, Odisha, it was a world she grew up in. She was constantly surrounded by craftsmanship, gemstones, and intricate designs. She would spend time in her father’s and uncle’s jewellery showroom, and watch artisans transform raw materials into beautiful pieces.
“That early exposure sparked my interest in jewellery design and slowly turned into a childhood dream. To pursue it formally, I went on to study at NIFT, Chennai, where I completed my undergrad in Design,” Nikita mentions.
Choosing passion over convention
Coming from a traditional background, Nikita’s family hoped she would become an engineer or a doctor. But she felt strongly drawn toward art and design.
“One of the biggest hurdles early on was choosing to pursue a career in design,” she says. “I prepared for the NIFT entrance exams quietly while tutoring children to support my coaching expenses. When I secured admission to NIFT Chennai, it felt like a turning point. From there, there was no looking back.”
The birth of an idea
After completing her graduation, Nikita gained industry exposure by working with a diamond manufacturing and design company. In 2019, she, along with Ishendra Agarwal and Sachin Shetty, co-founded GIVA.
As Nikita puts it, “It was the perfect moment to build a digital-first silver jewellery brand, as consumer preferences were beginning to shift towards modern, accessible jewellery for everyday wear.
GIVA’s portfolio currently includes GIVA Silver, which features 925 sterling silver jewellery designed for everyday wear; Heer by GIVA, a gold and lab-grown diamond jewellery line; and VEDA, a fine jewellery offering from the House of GIVA, crafted in pure gold and lab-grown diamonds for special occasions and wedding celebrations. The brand operates as an omnichannel brand with a strong digital presence and over 300+ stores across India.
Its differentiation lies in its design-first approach, strong price-to-value proposition, and omnichannel reach. “Alongside our strong D2C presence, we have built robust distribution across retail stores, marketplaces, and quick commerce platforms, allowing us to reach consumers across metros as well as Tier II cities,” she explains.
“We closely track shifts in consumer behaviour. Younger buyers today are increasingly looking for jewellery that reflects individuality, offers value, and aligns with their lifestyle,” she further adds. “This insight has helped us expand into categories like lab-grown diamonds and everyday silver jewellery, and it continues to guide how we evolve the brand and our product offerings.”
Recognitions and milestones
GIVA operates with a mission to make fine jewellery more accessible while maintaining high standards of quality and design. In the long term, Nikita, along with her team, aims to build GIVA into the most loved modern jewellery brand, expanding across categories, strengthening its omnichannel presence, and expanding the brand into international markets.
With its journey going in the right direction, GIVA has received many recognitions from various industry platforms.
In 2025, the company received the Quantic Award for Best Omni-Channel Customer Experience Initiative in Jewellery and was named the Most Trusted Jewellery Brand for Modern India at the Global Excellence Awards.
The brand was also featured in LinkedIn’s Top Startups list. In addition, GIVA received honours at the IMAGES Retail Awards for Most Admired Retention & Loyalty Program of the Year (Digital-first Brand), and Most Admired Omnichannel Brand Experience of the Year in the Accessories & Luxury category.
Even on the operational side, the company has maintained high standards. Its Bengaluru warehouse secured third place for statutory compliance and safety, recognised by the Karnataka State Government.
“It’s inspiring to see more women leading companies and building startups today. The shift reflects greater confidence, opportunity, and visibility for women across industries. Representation matters, and seeing more women in leadership roles helps create a stronger ecosystem for the next generation of entrepreneurs.”
Her words for aspiring entrepreneurs
Nikita advises budding women entrepreneurs to begin by clearly identifying the problem they want to address and keep their focus firmly on understanding their consumers’ needs. Building a business takes resilience and patience, but staying consistent, adaptable, and open to learning can make the entrepreneurial journey both meaningful and rewarding.
Sharing the thought that continues to guide her journey, Nikita says:
“The best way to predict the future is to create it.”
Must Read:
