For years, Indian women faced a harsh choice: expensive gold jewellery or cheap imitation pieces. Nothing in between.
There were no options for working women who wanted to wear jewellery daily, not store it in lockers. Until Giva came along and revolutionized daily-wear fine jewellery. Let’s see how.
The Broken Reality of Women’s Daily Jewellery
Modern working women had completely different needs that no one was addressing. As Giva’s co-founder puts it: “There was a gap of you know fine metal jewellery which was also accessible easy on the pockets.”
Here’s what they faced:
Working women had no choice but to accept limited options. So, how did Giva solve this?
The Daily-Wear Fine Jewellery Revolution
Giva saw India’s biggest untapped opportunity. They realized, women today don’t want to put jewellery in their lockers. They want to wear it. Be it a working woman, be it a homemaker.
The transformation was remarkable. As Nikita shares: “2019 we started and that year we had done 6.83 lakhs this year. We have done 683 crore.” With 300 stores nationwide. They reimagined the entire jewellery category. But how did they build and scale this vision?
The Giva Scaling Playbook
Giva’s journey shows how to build a new market that any business can learn from:
Spot Changing Habits Early – Notice when customers want something different before others do
Start Online First – Start online for low costs and flexibility, then open stores when the time is right
New Designs Every Week – Release 50-100 fresh designs weekly to keep customers excited
Challenge What Everyone Thinks – Question old beliefs about what customers want, especially in traditional businesses
Move Fast Always – Speed matters because competition is everywhere and timing decides who wins
In consumer businesses, understanding changing customer habits beats doing what others do.
Today, Giva changed silver from basic metal to fashion jewellery. But solving one problem well isn’t enough. You need good systems to support your growth.
The Infrastructure That Powers Success
Giva’s transformation wasn’t just about accessible jewellery. It was about creating seamless shopping experiences that customers could trust.
They release 50-100 new designs every week, keeping their collection fresh, giving customers a reason to come back. Giva needs payment infrastructure that matches their speed and velocity.
As Nikita explains: “Payment is very important… this is your first test that if your money is safe with the brand then the user will have their best confidence on it.”
She adds: “If payment is not going through… people quickly lack trust and do not convert.”
PayU powers jewellery platforms like Giva where customer trust matters most. We ensure every payment builds confidence through:
Payment Gateway – Accept 150+ payment modes with industry-leading success rates, 99.98% up-time & seamless integration across web and app platforms
PayU UPI Stack – Offer seamless UPI experiences for higher speed and conversions.
When you solve payment friction, customers trust more, recommend often, and buy often.
Make Payments Effortless and Grow with PayU
Giva built ₹683 crores revenue by understanding that modern women wanted to wear fine jewellery, not store it. Result? 300 stores and category transformation from utility to fashion.
Winning jewellery brands offer frictionless payment experiences with beautiful designs. Because shopping isn’t just about the product anymore. It’s about the entire experience. That experience starts at checkout.
PayU takes care of your payment infrastructure so you can focus on building amazing jewellery experiences.
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