Atharv Jewels, founded by Ritika Agarwal, is expanding its 14-carat gold jewellery line nationwide to make authentic gold more accessible. The collection, available online and through custom channels, balances aesthetics with practicality, offering an affordable option amid rising gold prices. The brand utilizes a direct-to-consumer, made-to-order model with in-house manufacturing to ensure transparent pricing and personalized designs, catering to modern Indian women, including working professionals and younger consumers.