D2C silver jewellery brand Unniyarcha has raised ₹10 crore in an early-stage funding round led by Sauce VC, with participation from Consumer Collective Atrium, IndianRetailer reported on 9 October 2026. The funds will strengthen branding and marketing, expand manufacturing and supply-chain operations, and introduce new product categories.
Founded in 2021 by Divya Nambiar and Pulkit Bhat, the Gurugram-based brand designs and manufactures traditional and contemporary silver jewellery in-house, working with 70 artisans under an in-house manufacturing model. Its range spans necklaces, earrings, bangles, pendants and men's jewellery, sold through its D2C website, online marketplaces and quick-commerce platforms.
The brand competes with established players including Shaya by CaratLane, Giva and Palmonas — notably, Palmonas cofounder Pallavi Mohadikar was honoured at the ET Startup Awards the same week. Sauce VC partner Yash Dholakia estimates India's silver jewellery market at $3–4 billion, largely unbranded, with growing demand for everyday-wear silver.
Unniyarcha began online-first and is now riding the omnichannel D2C wave: design-led brands with in-house manufacturing can capture margin and quality control that resellers cannot.
Why it matters for founders
Unbranded, fragmented categories — from silver jewellery to kitchen fittings — are where D2C investors are placing fresh bets. Own your manufacturing (Unniyarcha's 70-artisan model) and the quality story writes your marketing for you.
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