Rajshree Upadhyaya | Business Remedies | In India’s jewellery market, a lack of emotion, humour, and personal identity is often evident. Recognising this gap, Diksha Singhi created A Little Extra as an expression-driven jewellery brand rooted in personality and mood, carving out a unique identity. A Little Extra was born at a time when everyday life was marked by uncertainty, and creativity became both a refuge and a form of quiet rebellion.
In August 2020, when the pandemic was at its peak, Diksha transformed her long-standing passion for fashion and storytelling into a brand that felt deeply personal yet universally relatable. Originally from Guwahati and later based in Delhi, Diksha comes from a background in journalism and digital marketing. These fields strengthened her understanding of storytelling, audience behaviour, and digital communities.
With a modest initial investment of around Rs. 5,000, she launched A Little Extra. From the very beginning, the brand refused to blend into the background. It embraced boldness with intent, choosing playfulness over polish. The initial offerings revolved around quirky, handcrafted earrings that reflected everyday emotions and cultural references-from food and festivals to sports and pop culture. These designs were not meant to quietly complement outfits, but to spark conversations.
As customer interest grew, the brand expanded into statement necklaces, beaded bracelets, rings, brooches, hair accessories, and later into unisex and men’s jewellery. All these categories were united by a strong sense of identity and storytelling.
A decentralised approach helped each piece retain a handcrafted character
Craftsmanship played a central role in shaping the brand’s identity. Instead of opting for mass manufacturing, Diksha chose to collaborate with artisans from different parts of India, using techniques such as terracotta work, beadcraft, brass detailing, and traditional hand assembly. This decentralised approach helped each piece retain its handcrafted character while also supporting regional craftsmanship.
A Little Extra’s production model respected both the skills and autonomy of artisans, ensuring that the creative process remained collaborative rather than exploitative. Over time, this philosophy evolved into a large design catalogue, with the brand selling thousands of pieces across hundreds of unique designs.
The brand initially found its audience through social media, where its visual identity and conversational tone resonated strongly with younger consumers. Rather than appearing distant or aspirational, the brand positioned itself as approachable and emotionally expressive, making customers feel heard rather than sold to. This community-driven growth laid the foundation for its entry into Shark Tank India Season 3, where Diksha presented not just a business, but a thoughtfully built brand universe.
Interest in product philosophy and scalability of the business model
On the Shark Tank stage, Diksha sought Rs. 48 lakh for 6% equity, valuing A Little Extra at Rs. 8 crore. Her pitch balanced creativity with commercial clarity, highlighting strong brand recall and consistent demand. During discussions, the sharks showed keen interest in both the product philosophy and the scalability of the business model.
The pitch resulted in a deal with Anupam Mittal and Vineeta Singh, who jointly invested Rs. 60 lakh for 7.5% equity, providing not only capital but also strategic validation and support. Appearing on Shark Tank marked a pivotal moment in the brand’s public journey, significantly boosting its visibility and recognition. More importantly, it reinforced the idea that emotion-led branding, when executed with clarity and consistency, can carve out a strong position in a highly competitive accessories market.
The story of A Little Extra is closely intertwined with Diksha Singhi’s evolution as a founder. It illustrates how a small, instinct-driven idea born during a global crisis grew into a nationally recognised brand by staying true to self-expression, craftsmanship, and authenticity.
