Source: Entrackr
Kolkata, August 27, 2025 – Celebration-wear jewellery brand Nuyug has raised ₹2.5 crore through a pre-seed funding round led by AJVC, along with investment from other strategic angel investors. Nuyug plans to use the new funding to expand its reach and enhance its products.
Investment focused on
As per what the company has told us, the funds will be allocated towards three primary functions. First, Nuyug will provide its sales channel expansion online and offline to access a larger customer base in India. Second, the company will expand its catalogue to have more designs representing the regional and cultural diversity of Indian styles. Finally, the company plans to invest its funds into research and design innovations to improve the durability and quality of its jewellery pieces.
Creating a New Jewellery Brand
In August 2024, Nuyug was established, by founders Ankur Dua and Manali Thareja and is designed as a mass-premium jewellery label related to finding the middle ground between imitation jewellery and fine jewellery. The products are skin-safe, with non-fading gold tones, made specifically for weddings, festivals and events for socializing.
“The category has long suffered from poor quality, run-of-the-mill designs, and an unorganized supply chain. We started Nuyug to build a brand that speaks to today’s Indian woman — someone who wants her jewellery to be stylish, safe, and celebration-ready,” said Ankur Dua, co-founder of Nuyug.
Expansion in a Short Period
Nuyug has experienced positive growth in less than a year. Within 8 months of going to market, the brand claims to have surpassed ₹1 crore in annual recurring revenue (ARR). During this time, it has introduced more than 400 different products for festival and social use.
The Journey Forward
With new funds raised from investors, Nuyug plans to consolidate its position within the jewellery market. Nuyug has established a prominent online presence in a short period of time. The products are available on its direct-to-consumer website as well as on popular marketplaces Myntra, Nykaa Fashion, and Amazon, giving the brand broad access to a range of digital shoppers.
Backing from AJVC
This funding round was led by AJVC with Aviral Bhatnagar, which has invested in several promising ventures, such as Mithila Foods which creates the FMCG focusing on Bihar-origin food products. AJVC is known for investing in early-stage ventures with a view towards potential for significant growth.
By expanding its focus on design innovation, improved material quality, and a wider catalogue, the company aims to catch the attention of modern Indian women searching for fashionable and trustworthy jewellery.
As consumers are increasingly seeking trustworthy brands, Nuyug expects to redefine celebration jewellery in India by combining style, safety, and affordability.
