Jewellery startup Nuyug raises Rs 2.5 crore in funding to redefine celebration wear

Nuyug, a young jewellery brand positioning itself in the “mass-premium” segment, has raised Rs 2.5 crore in a pre-seed funding round led by early-stage venture firm AJVC, alongside a group of strategic angel investors.

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The startup said it will use the capital to strengthen sales channels, broaden its product catalogue, and invest in design innovation.

Founded in August 2024 by Ankur Dua and Manali Thareja, Nuyug aims to carve out space between imitation and fine jewellery, with an emphasis on skin-safe, non-fading gold tones designed for weddings, festivals and social gatherings.

“The category has long suffered from poor quality, run-of-the-mill designs, and an unorganised 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,” Dua said.

In less than a year, the brand has claimed steady traction, surpassing an annual revenue run rate of Rs 1 crore within eight months of launch. Its catalogue already spans more than 400 designs, reflecting regional and cultural variations in Indian jewellery. Nuyug’s products are sold through its direct-to-consumer platform as well as marketplaces such as Myntra, Nykaa Fashion and Amazon.

AJVC, founded by investor Aviral Bhatnagar, has built a reputation for backing early-stage ventures with long-term growth potential. The firm has previously invested in Mithila Foods, an FMCG brand focused on Bihar-origin products.