Gurgaon/Jaipur, September 13, 2024: Trisu, India’s pioneering all-gold vermeil jewellery brand, has successfully completed its first pre-seed funding round, led by early-stage venture capital firm All In Capital. JK Tyres, Amaanta Group, and angel investors Himanshu Aggarwal and Sumer Sethi also participated in the round.
The company plans to use the funds to enhance customer acquisition, drive product innovation, and support market expansion. Founded by Saloni Chopra in 2023, Trisu offers gold vermeil jewellery with 18-karat gold plating that is five times thicker than standard gold plating, using silver as the base metal.
Trisu is named after Saloni’s parents, Trilok and Sushma. Sushma Chopra, who passed away in August 2023, was the heart of the brand. Her passion for durable jewellery and pursuit of better gold alternatives continue to inspire the Trisu team.
The brand’s mission is to provide long-lasting, affordable gold alternatives in India, particularly for individuals aged 30-60. Trisu’s products deliver high quality at a fraction of the cost, allowing customers to enjoy jewellery that closely resembles solid gold without the high expense or risk of loss.
With its head office in Gurgaon and manufacturing site in Jaipur, Trisu has achieved 24x growth within eight months of operation. The company aims to generate $1 million (Rs 8 crore) in monthly recurring revenue by 2025 and open ten shop in shops and five exclusive outlets by December 2026.
“With this funding, we aim to disrupt India’s $80 billion jewellery market with unique vermeil pieces that look like solid gold but cost a fraction. Our goal is to become the top gold alternative and capture 10% of the everyday gold jewellery market by 2034,” said Saloni Chopra, Founder of Trisu. With over a decade of experience in her family’s jewellery business, Saloni was also an early employee at Blissclub, where she helped scale the brand from Rs 3 crore to Rs 100 crore in ARR.
“Saloni makes for a great Founder-Market-fit for this category, given her earlier stints. Building a brand for the female TG needs customer centricity flowing top down in an organisation and Saloni fulfills that perfectly.” said Aditya Singh, Co Founder at All In Capital.
Trisu’s unique selling point is its superior plating style. Unlike other options in India, which either fade quickly or are plated on steel, Trisu’s jewellery offers a lasting finish—often lasting a lifetime. In just eight months, Trisu has attracted over 5,000 active users who appreciate its designs for their close resemblance to solid gold. The chains segment is the company’s top revenue driver, followed by neckpieces and bracelets.
By the end of this year, Trisu plans to expand its presence across all marketplaces, including quick commerce platforms.
The founding team also includes Shrey Bansiwal, who has experience with Oyo, Urban Company, and Bliss Club, and Mahak Chopra, who brings over a decade of brand-building experience from Singapore.
