Direct-to-consumer silver jewellery startup Unniyarcha has raised Rs 10 crore in a funding round led by Sauce VC, with additional investment from Consumer Collective Atrium. The Gurugram-based brand plans to use this capital to strengthen its manufacturing base, enhance marketing efforts, and introduce new product categories.
- Unniyarcha raised Rs 10 crore led by Sauce VC with participation from Consumer Collective Atrium.
- Funding will fuel manufacturing expansion, marketing, and new product categories.
- Silver jewellery market in India estimated at $3-4 billion and shifting consumer preference towards daily-wear silver.
What happened
Unniyarcha, a direct-to-consumer silver jewellery brand based in Gurugram, has secured Rs 10 crore in a new funding round led by Sauce VC, with additional backing from Consumer Collective Atrium. The funding will be allocated to brand marketing, expanding the company’s manufacturing and supply chain capacity, and the introduction of new product lines to diversify its offerings.
Since its founding in 2021 by Pulkit Bhat and Divya Nambiar, Unniyarcha has built a distinctive model focused on in-house design and manufacturing. The company employs around 70 artisans who craft both traditional and contemporary silver jewellery. Approximately half of the startup’s sales come from its own D2C website, with another 45% generated via quick commerce channels, and the remainder through e-commerce marketplaces.
Why it matters
India’s silver jewellery market represents a significant $3-4 billion opportunity, much of which is still fragmented and unbranded. As gold prices continue to rise, consumers are increasingly turning to silver and lower-purity gold pieces for daily wear, driving demand for accessible, stylish jewellery. Unniyarcha’s control over manufacturing and design allows it to maintain quality and margins in a market dominated by resellers.
The brand’s unique positioning—blending cultural storytelling with affordable, wearable jewellery priced between Rs 1,000 and Rs 3,000—addresses an emerging consumer preference for meaningful everyday accessories rather than occasion-only pieces. This strategy sets Unniyarcha apart from large competitors like Mia by Tanishq and Caratlane, as well as other D2C entrants.
What to watch next
In the near term, market observers should watch how Unniyarcha leverages its new funding to scale manufacturing and accelerate brand awareness. Expanding product categories beyond necklaces, earrings, bangles, and pendants will be key to attracting broader consumer segments and deepening wallet share. The startup’s ability to efficiently manage supply chains while maintaining artisanal craftsmanship will also influence its competitive edge.
Additionally, as competition intensifies with established jewellery players and emerging digital-first brands, Unniyarcha’s growth on its D2C platform and quick commerce channels will reveal consumer adoption trends. Success in expanding channel partnerships and user engagement could provide signal benchmarks for the broader Indian silver jewellery market's evolution.