AI-Powered Summary
- Attrangi was founded in 2017 by Saloni Shah and Vidushi Jain to offer unique, Indian tradition-rooted artificial jewelry for daily wear and special occasions.
- The brand initially sold on multiple marketplaces but faced significant losses, leading to a pivotal decision to launch their own website.
- 70% of Attrangi's sales now come from online customers, supported by seamless payment solutions provided by PayU and GoKwik.
- PayU enabled Attrangi to accept over 150 payment modes with high success rates and seamless UPI integration, enhancing customer experience and business efficiency.
- Attrangi's journey highlights the importance of identifying what isn't working, making bold decisions, and staying passionate about building something meaningful.
India’s artificial jewellery space can often feel limiting. Costume pieces didn’t last. Imported jewellery didn’t feel Indian. So in 2017, Saloni Shah and Vidushi Jain built Attrangi, bringing something unique and unconventional to the market.
Jewellery rooted in Indian tradition, made for every occasion and daily wear.
Saloni brought the craft skills and a sharp eye for detail, making every piece look real. Vidushi brought a love for branding. Together, that’s what shaped Attrangi from day one, starting with just ₹75,000 and a dream to build their own thing.
The brand grew fast, selling across multiple marketplaces. But growing fast meant making hard decisions faster.
What Happens When Growth Forces a Pivot?
Attrangi started out selling on multiple marketplaces, and it wasn’t working. Vidushi says the brand was making big losses at the time. That’s when they realized they needed their own website.
There was no guarantee it would work. But it became the pivot that defined Attrangi’s journey. Success isn’t about having it all figured out. Sometimes it’s simply about refusing to let bad systems break you.
But marketplaces weren’t the only system standing in their way. Payments were next.
Powering Attrangi’s Payments with PayU
70% of Attrangi’s sales now come from online customers. Before switching partners, Attrangi handled payments manually, through another payment gateway, with UPI and cash on delivery both in the mix. This was slowing the business down at the worst possible moments. They needed a partner that could keep up with their growth. So GoKwik and PayU stepped in. GoKwik created the checkout journey, while PayU provided a seamless payment process with:
Payment Gateway – Accept 150+ payment modes with industry-leading success rates, 99.99% up-time & seamless integration across web and app platforms
PayU UPI Stack – Offer seamless UPI experiences for higher speed and conversions.
“The ecosystem that GoKwik and PayU has given us is seamless. The support that they have given us, mind-blowing. If you’re facing any technical glitch, people will be there to help you out. They’ll solve the issue immediately.”
— Vidushi Jain, Co-founder, Attrangi
What’s the Real Lesson From Attrangi’s Pivot?
Attrangi’s story is a reminder that growth isn’t just about moving fast. It’s about spotting what isn’t working, building something people want, and making the hard calls when it counts.
For Attrangi, the pivot wasn’t about leaving marketplaces behind. It was about choosing to own their story, from the craft behind every piece to the payment behind every sale.
Vidushi shares three lessons from her journey: know your competition, believe in what you’re building, and stay passionate about it.
PayU powers brands like Attrangi, so they can focus on growing their business.
