{
  "id": 9354272,
  "title": "D2C silver jewellery brand Unniyarcha raises Rs 10 crore led by Sauce VC",
  "url": "https://urgent.news/2026/09/23/d2c-silver-jewellery-brand-unniyarcha-raises-rs-10-crore-led-by-sauce",
  "topic": "finance",
  "section": "Finance & Markets",
  "published": "2026-09-23T14:47:32.000Z",
  "source": {
    "name": "Economic Times Tech",
    "slug": "economic-times-tech",
    "url": "https://economictimes.indiatimes.com/tech/funding/d2c-silver-jewellery-brand-unniyarcha-raises-rs-10-crore-led-by-sauce-vc/articleshow/134441029.cms"
  },
  "original_language": "en",
  "account": "Direct-to-consumer (D2C) silver jewellery brand Unniyarcha has secured Rs 10 crore in funding led by venture capital firm Sauce VC, with additional investment from Consumer Collective Atrium. The startup intends to utilize the capital for branding, marketing, manufacturing capacity expansion, and introducing new product lines, according to cofounder Pulkit Bhat. Founded in 2021 by Bhat and Divya Nambiar in Gurugram, Unniyarcha produces and designs traditional and contemporary silver jewellery in-house, supported by a team of 70 artisans. Nambiar explains that the brand aims to introduce a meaningful, wearable, and personal connection to silver jewellery pieces for modern consumers, challenging the notion that such items should only be reserved for special occasions or expensive budgets. The company's product range includes necklaces, earrings, bangles, pendants, and men's jewellery, priced between Rs 1,000 and Rs 3,000. Approximately 50% of sales originate from Unniyarcha's D2C website, while 45% come from quick commerce, and the remainder is sold through e-commerce platforms. Sauce VC partner Yash Dholakia highlights India's $3-4 billion silver jewellery market, where Unniyarcha's in-house design and manufacturing give them control over product quality and margins. The startup faces competition from established brands like Mia by Tanishq, Tata's Caratlane, and D2C brands such as Giva and Xponentia Capital-funded Palmonas, as well as emerging Instagram-based jewellery brands.",
  "summary": "The startup plans to use the funding for branding and marketing, expanding its manufacturing and supply chain capacity, and adding new product categories, cofounder Pulkit Bhat told ET.",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}