Ekta Kapoor Turns Investor, Targets India’s $70 Billion Jewellery Opportunity with Ekatra Jewels

Mumbai, June 4, 2026: After decades of creating stories that have resonated with millions, acclaimed producer and entrepreneur Ekta Kapoor is stepping into a new chapter — one that extends beyond entertainment and into the world of modern luxury. Ekta Kapoor partners with Ekatra Jewels.
More than a business collaboration, Ekta's entry into Ekatra Jewels marks the beginning of a women-led movement designed to disrupt the traditional jewellery industry bringing together storytelling, innovation, technology, and conscious craftsmanship for a new generation of Indian women.
For decades, Ekta Kapoor has shaped Indian culture by creating stories centred around powerful, ambitious women who challenge convention. At Ekatra Jewels, she now brings that same disruptive vision to jewellery helping redefine jewellery not as something locked away for occasions, but as an everyday expression of identity, ambition, and self-worth.
"I’ve spent years creating stories about women who shape their own journeys and define success on their own terms, and Ekatra is a natural extension of that belief. What excites me most is the opportunity to build something contemporary and meaningful for the way women live and express themselves today.  Sussanne and I have shared a friendship built on mutual admiration and respect for many years, so collaborating through Ekatra felt incredibly organic. We both believe in creating brands that reflect the aspirations, individuality, and confidence of modern women. Every generation gets to redefine luxury, and Ekatra is our way of creating a brand that resonates with the values, aspirations, and choices of modern women. More than jewelry, it’s about celebrating self-expression and the stories we carry with us." Says Ekta Kapoor.
Talking about this partnership, Sussanne Khan said, “This collaboration is special because it brings together so many things I genuinely care about design, innovation, and creating for modern women. I’ve always wanted to make luxury feel effortless and wearable, and that’s exactly what inspired this collection in Ekatra. The fact that this journey also brought together long-standing friendships and a shared creative vision makes it even more meaningful. It’s exciting to be part of something that celebrates women who are constantly balancing ambition, individuality, and self-expression.”
At the core of Ekatra Jewels' innovation are its 100% IGI-certified lab-grown diamonds, including premium Type II-A diamonds the purest and rarest category of diamonds in the world, known for their exceptional brilliance, chemical purity, and optical performance.
Leading the brand's innovation is the flagship Shristi Ratna™, Ekatra Jewels' patented 108-facet diamond cut. While traditional diamonds feature 57 facets, the Shristi Ratna™ is engineered with 108 facets to maximize fire, light return, and brilliance. Inspired by the sacred significance of the number 108 in Indian culture symbolizing wholeness and cosmic alignment the cut represents the fusion of ancient Indian philosophy with futuristic precision engineering.
Alongside Kapoor's announcement, Ekatra Jewels also unveiled "Oh My Gold," a collection co-created with Sussanne Khan. Using proprietary hollow-construction technology, the collection is engineered to be up to 80% lighter than traditional gold jewellery liberating women from the burden of heavy occasion-wear and transforming gold into effortless, everyday luxury.
By combining Ekta Kapoor's deep understanding of modern Indian women with Ekatra Jewels' vision for conscious innovation, lightweight engineering, and future-facing diamonds, the brand is not simply entering the jewellery market it is setting out to redefine it.
The future of Indian luxury is lighter, smarter, more conscious and unapologetically female-led.