Angara, the US-based fine jewellery brand founded by Indian-origin entrepreneurs Ankur and Aditi Daga, is banking on India’s massive jewellery market to fuel its ambition of becoming a $1 billion brand within the next five years.
Launched in 2005 with no external funding, Angara has grown into a $100-million-plus direct-to-consumer (D2C) brand. Today, it operates in over 30 cities across the US, UK, and Australia, and has earned a spot on Newsweek’s ‘America’s Best Online Shops’ list in the jewellery category for five consecutive years.
At the heart of Angara’s success is its vertically integrated, mine-to-market business model that includes everything from gemstone sourcing to jewellery design, manufacturing, and digital sales. The company offers an unmatched level of customisation, with customers able to select between natural and lab-grown diamonds or coloured gemstones in four quality tiers—Good, Better, Best, and Heirloom—all at competitive prices compared to traditional luxury brands.
With India emerging as the second-largest jewellery market globally—valued at $85 billion—the Dagas see tremendous potential. According to them, jewellery spending relative to GDP in India is nearly seven times that of the US. The brand has already carried out a soft launch in the country six months ago and considers the Indian market a key driver of their global expansion strategy.
Speaking about the journey and roots of Angara, Aditi Daga shared that her family has been involved in the jewellery trade for over 300 years. “My family was invited by the Maharaja of Jaipur from Delhi to revive Meenakari. They eventually branched out into various jewellery categories. That bespoke, gem-focused craftsmanship really inspired us to think about how to scale it digitally,” she said.
Her partnership with Ankur Daga—who brought coloured gemstones into the equation—added a new dimension to the venture. “It was the perfect marriage—not that it was intended for that purpose,” Aditi laughed.
With growing demand among Indian consumers for custom-made, ethically sourced jewellery, Angara’s entry into the Indian market appears well-timed. The company’s tech-enabled platform, deep roots in gemstone heritage, and sharp focus on quality and value are expected to resonate strongly with India’s next-gen jewellery buyers.
