India’s jewellery industry is getting a modern makeover, and Nuyug is leading the charge. The young jewellery startup has raised ₹2.5 crore in a pre-seed funding round led by early-stage venture firm AJVC, along with a group of strategic angel investors.
The fresh capital will be channelled into expanding sales channels, scaling its product catalogue, and driving innovation in design—all with the goal of reshaping how Indians perceive and purchase jewellery for celebrations.
A New Category Between Imitation & Fine Jewellery
Founded in August 2024 by Ankur Dua and Manali Thareja, Nuyug positions itself in the “mass-premium” jewellery segment—a space often neglected between low-cost imitation jewellery and expensive fine jewellery.
The brand’s USP lies in offering skin-safe, non-fading gold tones crafted 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,” said co-founder Ankur Dua.
Rapid Growth in Less Than a Year
Despite being less than a year old, Nuyug has shown strong traction:
- ₹1 crore+ annual revenue run rate within 8 months of launch
- 400+ jewellery designs reflecting India’s diverse cultural aesthetics
- Distribution across its D2C platform as well as Myntra, Nykaa Fashion, and Amazon
Backing from AJVC
Lead investor AJVC, founded by Aviral Bhatnagar, is known for its thesis-driven early-stage investments. The firm has previously backed promising startups such as Mithila Foods, a fast-growing FMCG brand rooted in Bihar’s regional cuisine.
With AJVC’s support, Nuyug aims to establish itself as the go-to brand for modern Indian celebration wear jewellery—bridging the gap between affordability, style, and trust.
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