Jewellery brand Nuyug raises pre-seed round led by AJVC

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

The proceeds will be allocated towards expanding its channel presence across online and offline formats, broadening  product catalogue to serve diverse cultural and regional tastes, and investing in R&D and design innovation to elevate material quality and longevity, Nuyug said in a press release. 

Co-founded in August 2024 by Ankur Dua and Manali Thareja, Nuyug builds a mass-premium jewellery brand that bridges the gap between imitation and fine jewellery, offering thoughtfully designed, skin-safe, gold-toned pieces crafted for weddings, festivals, and social occasions.

“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. 

In just 8 months, Nuyug claims that it has crossed Rs 1 crore ARR, launched over 400 products across multiple festive and social use-cases, and scaled across its own D2C website and leading marketplaces including Myntra, Nykaa Fashion, and Amazon.

AJVC, the investment firm founded by Aviral Bhatnagar, has invested in Mithila Foods, an FMCG company focused on Bihar-origin food products.