Capital Ananta Takes Over Majority Ownership of Rubans, Rapidly Expanding Indian Fashion Jewelry Company
Ananta Capital, a leading private equity firm headquartered in Mumbai, has made a strategic investment in Rubans, one of India's fastest-growing fashion jewelry brands [1][3][4][5]. This partnership marks a significant step towards scaling Rubans into a leading destination for women's fashion accessories in India.
Founded in 2017 by Chinu Kala, Rubans blends contemporary aesthetics with Indian elegance to create a trend-first, high-impact brand. The founders of Rubans view this partnership as more than just funding; it represents a shared vision and long-term strategic guidance that will help Rubans capitalise on its brand loyalty and growth potential.
Ananta Capital's involvement is expected to leverage its deep expertise in consumer brands and lifestyle sectors, given its portfolio includes prominent beauty, wellness, and home furnishing brands such as Bellavita, Betteralt, ThriveCo, Bevzilla, Sleepycat, and Springwel Mattresses under the Guardian group [2]. This strategic alignment is intended to accelerate Rubans’ expansion, boost brand recognition, and strengthen its position in the competitive fashion accessories market.
The new capital from Ananta will be used by Rubans to deepen design and product innovation, strengthen omnichannel presence, invest in marketing, community-building, and brand recall. Ananta Capital believes in backing bold, driven entrepreneurs who are reshaping the consumer landscape.
Chinu Kala, the founder of Rubans, considers the partnership with Ananta as a powerful new chapter in the brand's journey. "We are excited to partner with Ananta Capital, a firm that shares our vision and understands the potential of Rubans," Kala said.
Amit Kala, the co-founder of Rubans, sees the partnership as a validation of the hard work the team has put in and the brand loyalty they've built. "This investment is a testament to the impact Rubans has made in the fashion jewelry market," Kala added.
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[1] https://www.anantacapital.in/news/ananta-capital-invests-in-rubans-to-scale-indias-fastest-growing-fashion-jewelry-brand [2] https://www.anantacapital.in/portfolio [3] https://www.livemint.com/companies/news/ananta-capital-invests-in-rubans-to-scale-indias-fastest-growing-fashion-jewellery-brand-11618171508982.html [4] https://www.business-standard.com/article/companies/ananta-capital-invests-in-rubans-to-scale-indias-fastest-growing-fashion-jewellery-brand-121072500116_1.html [5] https://www.financialexpress.com/industry/retail/ananta-capital-invests-in-rubans-to-scale-indias-fastest-growing-fashion-jewellery-brand/2289965/
Ananta Capital is backed by the Mumbai-based Taparia Family. The firm has also invested in companies like Open Secret, Liquiloans, Stovekraft (exited), Pickrr (exited), Alivaa Hotels, and PG Electroplast (exited) [2]. Recently, Ananta Capital has acquired significant strategic investment in Bacca Bucci, a D2C Sneaker brand.
Rubans began as a single mall kiosk and has grown into a leading name in the fashion jewelry space. India's appetite for curated, high-quality yet affordable jewellery is rising rapidly, and Rubans is uniquely positioned to meet this demand. This investment by Ananta Capital is focused on scaling growth by providing strategic guidance with a long-term vision tailored for consumer brands, expanding Rubans as a key player in women's fashion accessories across India, and leveraging Ananta’s portfolio experience in related lifestyle and consumer sectors to strengthen Rubans’ market positioning.
This combination of financial backing and strategic partnership reflects strong confidence in Rubans’ growth trajectory and future prospects in the fast-evolving Indian fashion jewelry market. The partnership is framed as a new chapter to upscale Rubans' reach across India.
- Ananta Capital's strategic investment in Rubans signifies a step towards Rubans becoming a leading destination for women's fashion accessories in India's business sector.
- The founders of Rubans view their partnership with Ananta Capital as more than just funding, instead seeing it as a shared vision and long-term strategic guidance that will help capitalize on the brand's growth potential in the fashion-and-beauty industry.
- Ananta Capital's portfolio includes prominent beauty, wellness, and home furnishing brands such as Bellavita, Betteralt, and Sleepycat, which will lend deep expertise in consumer brands and lifestyle sectors to aid Rubans' expansion and boost brand recognition.
- The investment from Ananta Capital will be used by Rubans to deepen design and product innovation, strengthen omnichannel presence, invest in marketing, community-building, and brand recall - all key aspects of the investing and finance world.
- Chinu Kala, the founder of Rubans, considers the partnership with Ananta Capital as a powerful new chapter in the brand's journey, marking a significant step in the fashion industry.
