Mumbai: After Gili, Nakshatra, D’damas; Gitanjali has launched a new brand – Rivaaz, which is a new line of Gold CZ jewellery that marks the company’s foray into the hitherto untapped cubic zirconia market with Sameera Reddy as its brand ambassador.

Gitanjali Lifestyle jewellery and retail division head R. K. Menon said, "Rivaaz is launched to give the consumers an exciting and affordable choice within Gold fully backed with all the assurance and legacy of the Gitanjali Group. With aggressive plans that we have put together to popularize Rivaaz, I am confident that Rivaaz would become the consumers First Choice in this segment, like other brands from the Gitanjali Group."

Reddy added, "It gives me immense pleasure to launch a new brand like Rivaaz. As a woman, I love wearing jewellery and am happy that Rivaaz is such gorgeous and affordable range available in a myriad of designs with both traditional and personal touch. I personally endorse it as I can totally depend on the brand value as the Gitanjali Group backs it."

The price range of the Rivaaz collection is from Rs 2000 – Rs 12000.

"In our effort to find the right brand ambassador for Rivaaz – a brand of mass appeal, we have chosen Reddy to endorse Rivaaz, which like her is a combination of the traditional and modernity. Reddy lends a refreshing dimension to the brand and adds the glamour and vivacity that she is known for. We are excited about having her on board as the new face for Rivaaz," added Menon.