KL Rahul invests in men’s jewellery brand Metaman 

The move to launch a perfume line furthers the trend of product diversification by jewellery brands visible across the industry 

Mumbai: Metaman, the men’s jewellery brand founded by Harsh Maskara and Anil Shetty in early 2022, has announced a significant enhancement to its brand portfolio with the reimagining of its premium perfumes range. Initially acquiring Drip Project in 2023, Metaman has now refashioned Drip’s fragrance offerings under the Metaman label. This move is supported by a notable new investor and brand ambassador, Indian international cricketer KL Rahul. 

The brand stands out by offering a range of stylish, high-quality jewellery pieces at accessible prices, specifically targeting young, fashion-forward individuals. With a focus on modern design and durable materials, Metaman merges classic elegance with current trends, providing versatile options that enhance both casual and formal attire. Its commitment to craftsmanship and innovation has quickly positioned Metaman as a leading name in the men’s jewellery sector. 

The brands journey began when in November 2022, Metaman launched its exclusive men’s jewellery brand, which included bracelets, chains, rings, and pendants—made with brass, silver, and gold starting at Rs 1,999. The brand launched 20 exquisite debut products on its website.  The collection, imagined by designer Pallavi Foley, offers jewellery suiting every occasion—from daily office wear to traditional wear, casual wear, beach wear, sportswear, and travel wear. Later, in January 2023, the Mumbai-based brand acquired luxury jewellery brand Drip Project—founded in November 2021 by Harsh Maskara and Rohit Golia—for $1 million. It had become the leading hip-hop jewellery brand in just six months. With the acquisition of the Drip Project in January, it diversified into catering to the Gen Z segment.  

“Drip Project is an affordable luxury jewellery brand brewed in India that curates meticulously designed statement pieces inspired from a multitude of cultures handcrafted to uncompromised quality,” brand founder Anil Shetty says. 
 

The move to launch a perfume line furthers the trend of product diversification visible across the industry. The brands’ rise is also a testament to the growing number of successful homegrown jewellery startups in the country. According to a prominent business media house, India currently has more than 15 funded jewellery startups, which have together raised more than $288.6 Mn since 2014. These new-age ventures are not only addressing the evolving taste of Indians but also playing a key role in writing the next chapter of the Indian jewellery industry. 

Rahul, known for his strategic investments in various sectors, has invested an undisclosed amount in the newly revamped Metaman perfume collection. His involvement goes beyond mere endorsement; he is deeply integrated into the brand’s vision, embodying the sophisticated essence of Metaman’s fragrances.  

KL Rahul expressed his enthusiasm about the venture, stating, “My involvement in health, wellness, sports, and fashion reflects my personal passions. Investing in Metaman’s perfume line represents more than just an endorsement; it’s a genuine opportunity to contribute to a project I believe in. This investment is a long-term commitment that extends beyond my cricket career, allowing me to explore new interests and make a significant impact.” 

Harsh Maskara, Co-Founder of Metaman, highlighted Rahul’s integral role in the brand’s journey. “KL has been with us from the beginning, supporting Metaman and The Drip Project’s growth. His interest in expanding into the fragrance market was immediate and enthusiastic. His personal affinity for perfumes made this collaboration a natural fit,” Maskara explained. 
 
Retail Jeweller India News