New Delhi: Actress Nikita Dutta has entered the jewellery entrepreneurship space with a strategic investment in Zinara, an Indian lab-grown diamond jewellery brand, as the category continues to attract younger consumers and new-age luxury players.
The investment follows six months of discussions with founders and business leaders across the startup ecosystem. Dutta said her decision was influenced by the changing relationship consumers have with jewellery, particularly among younger buyers who increasingly view fine jewellery as a form of personal expression.
Known for her work in cinema, Dutta also represents global brands including Adidas and brings experience from the fashion and lifestyle space. She said Zinara’s combination of contemporary design and the accessibility of lab-grown diamonds aligned with evolving consumer preferences.
Founded by IIT Delhi alumnus Harshit Abrol, Zinara specialises in certified, conflict-free lab-grown diamond jewellery. The brand focuses on creating contemporary diamond pieces using lab-grown stones that share the same physical, chemical and optical properties as mined diamonds.
Commenting on the partnership, Abrol said Zinara has recorded strong revenue growth over the past two quarters and that Dutta’s association comes at an important stage as the brand prepares for expansion during the festive season.
He added that her understanding of modern fashion, consumer behaviour and digital audiences would support Zinara’s next phase of growth.
The investment comes at a time when India’s lab-grown diamond sector is receiving increasing attention from both industry and policymakers. At the 52nd India Gems and Jewellery Awards, Union Home Minister Amit Shah highlighted the potential of the domestic lab-grown diamond sector and called for greater participation across the value chain, including manufacturing, technology and branding.
Earlier, the government had supported research initiatives in the segment, including funding for IIT Madras to develop indigenous capabilities in diamond growth technology.
However, the global lab-grown diamond market continues to face challenges, particularly around pricing pressure and market balance. According to industry data, polished lab-grown diamond exports from India have experienced pressure amid changing global demand conditions.
With consumer interest shifting towards design-led, accessible and contemporary jewellery, partnerships between brands and cultural figures like Dutta reflect the growing effort to build stronger connections with a younger generation of diamond buyers.
