Team Startupcity

• Nuyug secures Rs 2.5 crore in a pre-seed round led by AJVC and angel investors.
• Funds to boost online/offline presence, diversify products, and enhance R&D and design innovation.
• Achieved Rs 1 crore ARR in 8 months, launched 400+ products, and scaled sales via D2C and major marketplaces.

Nuyug, a jewellery brand focused on celebration-wear, has raised Rs 2.5 crore in a pre-seed funding round led by AJVC, with participation from other strategic angel investors.

The funds will be used to expand both online and offline channels, broaden the product catalogue to suit diverse cultural tastes, and invest in R&D and design innovation to enhance quality and durability.

Founded in August 2024 by Ankur Dua and Manali Thareja, Nuyug positions itself as a mass-premium jewellery brand bridging the gap between imitation and fine jewellery. The startup offers skin-safe, gold-toned pieces designed for weddings, festivals, and social occasions.

“The category has long suffered from poor quality, basic designs, and an unorganized supply chain. We started Nuyug to create a brand for today’s Indian woman stylish, safe, and celebration-ready”, said Ankur Dua, Co-founder of Nuyug.

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In just eight months, Nuyug has crossed Rs 1 crore ARR, launched over 400 products across festive and social categories, and scaled sales through its D2C website and leading marketplaces like Myntra, Nykaa Fashion, and Amazon.

With this investment, Nuyug aims to strengthen its presence in India’s mass-premium jewellery market, competing with unorganized players as well as emerging digital-first jewellery brands. AJVC, founded by Aviral Bhatnagar, has also backed other consumer-focused startups, including Mithila Foods.