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GIVA pulls Kriti Sanon ad citing on-ground staff safety concerns
Livemint··30 Aug
GIVA founder Ishendra Agarwal said the brand withdrew its Rakshabandhan ad featuring Kriti Sanon after incidents created an unsafe environment for on-ground teams. Agarwal said the campaign's intent remains unchanged. GIVA started with an investment of ₹10 lakh in 2019. Its valuation stands at about ₹4,924.55 crore as of July 28, 2026, per Tracxn data.
Prism
What It Means For You
- GIVA store staff and on-ground employees were the stated priority when Agarwal decided to remove the advertisement quickly.
- The brand had earlier said on August 26 that it was removing the advert from all media out of respect.
- Agarwal said the Rakshabandhan campaign was created in close collaboration with Sanon to celebrate families coming together.
What's Happening
- GIVA clarified on Saturday that the withdrawal was driven by safety concerns, not a change in its position on the campaign message.
- Agarwal said incidents around some stores escalated, creating an unsafe environment for on-ground teams.
- The brand said it has the highest regard for Indian culture, traditions and festivals in an earlier statement.
How GIVA Built Its Silver Jewellery Business
- GIVA is a Bengaluru-based fine jewellery brand co-founded by Agarwal, Nikita Prasad and Sachin Shetty.
- Agarwal entered the market in 2019 betting that jewellery would be worn as an everyday accessory rather than purely investment.
- The company focused on silver jewellery as gold was expensive for online sales, according to Agarwal.
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