{"id":15797,"date":"2026-07-23T17:56:46","date_gmt":"2026-07-23T12:26:46","guid":{"rendered":"http:\/\/10.10.164.133\/?p=15797"},"modified":"2026-07-23T17:56:47","modified_gmt":"2026-07-23T12:26:47","slug":"the-pivot-story-the-turning-point-that-built-attrangi","status":"publish","type":"post","link":"https:\/\/payu.in\/blog\/the-pivot-story-the-turning-point-that-built-attrangi\/","title":{"rendered":"The Pivot Story: The Turning Point That Built Attrangi"},"content":{"rendered":" \n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Ep 2 | The Pivot Story | Attrangi ft. Saloni Shah &amp; Vidushi Jain: Building Beyond Marketplaces\" width=\"1250\" height=\"703\" src=\"https:\/\/www.youtube.com\/embed\/LnorDAHtnHg?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>India&#8217;s artificial\u00a0jewellery\u00a0space can often feel limiting. Costume pieces\u00a0didn&#8217;t\u00a0last. Imported\u00a0jewellery\u00a0didn&#8217;t\u00a0feel Indian.\u00a0So\u00a0in 2017, Saloni Shah and Vidushi Jain built\u00a0Attrangi,\u00a0bringing\u00a0something unique and unconventional\u00a0to the market.\u00a0<\/p>\n\n\n\n<p>Jewellery&nbsp;rooted in Indian tradition, made for every occasion and daily wear.&nbsp;<\/p>\n\n\n\n<p>Saloni brought the craft skills and a sharp eye for detail, making every piece look real. Vidushi brought a love for branding. Together,&nbsp;that&#8217;s&nbsp;what shaped&nbsp;Attrangi&nbsp;from day one, starting with just \u20b975,000 and a dream to build their own thing.&nbsp;<\/p>\n\n\n\n<p>The brand grew fast, selling across multiple marketplaces. But growing fast meant making&nbsp;hard&nbsp;decisions&nbsp;faster.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>What Happens When Growth Forces a Pivot?<\/strong>&nbsp;<\/h2>\n\n\n\n<p>Attrangi&nbsp;started out selling on multiple marketplaces, and it&nbsp;wasn&#8217;t&nbsp;working. Vidushi says the brand was making big losses at the time.&nbsp;That&#8217;s&nbsp;when they realized they needed their own website.&nbsp;<\/p>\n\n\n\n<p>There was no guarantee it would work. But it became the pivot that defined Attrangi&#8217;s journey. Success&nbsp;isn&#8217;t&nbsp;about having it all figured out. Sometimes&nbsp;it&#8217;s&nbsp;simply about refusing to let bad systems break you.&nbsp;<\/p>\n\n\n\n<p>But marketplaces&nbsp;weren&#8217;t&nbsp;the only system standing in their way. Payments&nbsp;were&nbsp;next.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Powering&nbsp;Attrangi&#8217;s&nbsp;Payments with PayU<\/strong>&nbsp;<\/h2>\n\n\n\n<p>70% of&nbsp;Attrangi&#8217;s&nbsp;sales now come from online customers. Before switching partners,&nbsp;Attrangi&nbsp;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&nbsp;GoKwik&nbsp;and PayU stepped in.&nbsp;GoKwik&nbsp;created the checkout journey, while PayU provided a seamless payment process with:&nbsp;&nbsp;<\/p>\n\n\n\n<p><a href=\"https:\/\/payu.in\/\" target=\"_blank\" rel=\"noreferrer noopener\">Payment Gateway<\/a>&nbsp;\u2013 Accept 150+ payment modes with industry-leading success rates, 99.99% up-time &amp; seamless integration across web and app platforms&nbsp;<\/p>\n\n\n\n<p><a href=\"https:\/\/payu.in\/upi-payment-gateway\/\" target=\"_blank\" rel=\"noreferrer noopener\">PayU UPI Stack<\/a>&nbsp;\u2013 Offer seamless UPI experiences for higher speed and conversions.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1080\" height=\"520\" src=\"https:\/\/payu.in\/blog\/wp-content\/uploads\/2026\/07\/eps-2-infograph.png\" alt=\"\" class=\"wp-image-15820\"\/><\/figure>\n\n\n\n<p><em>&#8220;The ecosystem that&nbsp;GoKwik&nbsp;and PayU has given us is seamless. The support that they have given us, mind-blowing. If&nbsp;you&#8217;re&nbsp;facing any technical glitch, people will be there to help you out. They&#8217;ll solve the issue immediately.&#8221;<\/em>&nbsp;<br>\u2014 Vidushi Jain, Co-founder,&nbsp;Attrangi&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>What&#8217;s&nbsp;the Real Lesson&nbsp;From&nbsp;Attrangi&#8217;s Pivot?<\/strong>&nbsp;<\/h2>\n\n\n\n<p>Attrangi&#8217;s story is a reminder that growth&nbsp;isn&#8217;t&nbsp;just about moving&nbsp;fast.&nbsp;It&#8217;s&nbsp;about spotting what&nbsp;isn&#8217;t&nbsp;working, building something people want, and making&nbsp;the hard&nbsp;calls when it counts.&nbsp;<\/p>\n\n\n\n<p>For&nbsp;Attrangi, the pivot&nbsp;wasn&#8217;t&nbsp;about leaving&nbsp;marketplaces behind. It was about choosing to own their story, from the craft behind every piece to the payment behind every sale.&nbsp;<\/p>\n\n\n\n<p>Vidushi shares three lessons from her journey: know your competition, believe in what&nbsp;you&#8217;re&nbsp;building, and stay passionate about it.&nbsp;<\/p>\n\n\n\n<p>PayU powers brands like&nbsp;Attrangi, so they can focus on growing their business.&nbsp;<\/p>\n\n\n\n<p>&nbsp;<br><a href=\"https:\/\/onboarding.payu.in\/app\/account\/signup?utm_source=gwk&amp;utm_medium=yt&amp;utm_campaign=pvtstory\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Grow your business with PayU<\/strong><\/a>&nbsp;<\/p>\n ","protected":false},"excerpt":{"rendered":"<p> India&#8217;s artificial\u00a0jewellery\u00a0space can often feel limiting. Costume pieces\u00a0didn&#8217;t\u00a0last. Imported\u00a0jewellery\u00a0didn&#8217;t\u00a0feel Indian.\u00a0So\u00a0in 2017, Saloni Shah and Vidushi Jain built\u00a0Attrangi,\u00a0bringing\u00a0something unique and unconventional\u00a0to the market.\u00a0 Jewellery&nbsp;rooted in Indian tradition, made for every occasion&#8230; <\/p>\n","protected":false},"author":84,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[585],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Pivot Story: The Turning Point That Built Attrangi - PayU Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/payu.in\/blog\/the-pivot-story-the-turning-point-that-built-attrangi\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Pivot Story: The Turning Point That Built Attrangi - PayU Blog\" \/>\n<meta property=\"og:description\" content=\"India&#8217;s artificial\u00a0jewellery\u00a0space can often feel limiting. Costume pieces\u00a0didn&#8217;t\u00a0last. Imported\u00a0jewellery\u00a0didn&#8217;t\u00a0feel Indian.\u00a0So\u00a0in 2017, Saloni Shah and Vidushi Jain built\u00a0Attrangi,\u00a0bringing\u00a0something unique and unconventional\u00a0to the market.\u00a0 Jewellery&nbsp;rooted in Indian tradition, made for every occasion...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/payu.in\/blog\/the-pivot-story-the-turning-point-that-built-attrangi\/\" \/>\n<meta property=\"og:site_name\" content=\"PayU Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/PayUind\/\" \/>\n<meta property=\"article:published_time\" content=\"2026-07-23T12:26:46+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-07-23T12:26:47+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/payu.in\/blog\/wp-content\/uploads\/2026\/07\/eps-2-infograph.png\" \/>\n<meta name=\"author\" content=\"Nikita Ekka\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@payuind\" \/>\n<meta name=\"twitter:site\" content=\"@payuind\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Nikita Ekka\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"http:\/\/10.10.164.133\/the-pivot-story-the-turning-point-that-built-attrangi\/\",\"url\":\"http:\/\/10.10.164.133\/the-pivot-story-the-turning-point-that-built-attrangi\/\",\"name\":\"The Pivot Story: The Turning Point That Built Attrangi - PayU Blog\",\"isPartOf\":{\"@id\":\"https:\/\/payu.in\/blog\/#website\"},\"datePublished\":\"2026-07-23T12:26:46+00:00\",\"dateModified\":\"2026-07-23T12:26:47+00:00\",\"author\":{\"@id\":\"https:\/\/payu.in\/blog\/#\/schema\/person\/a20ce79fd4ff1edcb9e22b0b8b64d1d8\"},\"breadcrumb\":{\"@id\":\"http:\/\/10.10.164.133\/the-pivot-story-the-turning-point-that-built-attrangi\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"http:\/\/10.10.164.133\/the-pivot-story-the-turning-point-that-built-attrangi\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"http:\/\/10.10.164.133\/the-pivot-story-the-turning-point-that-built-attrangi\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/payu.in\/blog\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Success Stories\",\"item\":\"http:\/\/10.10.164.133\/category\/success-stories\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"The Pivot Story: The Turning Point That Built Attrangi\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/payu.in\/blog\/#website\",\"url\":\"https:\/\/payu.in\/blog\/\",\"name\":\"PayU Blog\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/payu.in\/blog\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/payu.in\/blog\/#\/schema\/person\/a20ce79fd4ff1edcb9e22b0b8b64d1d8\",\"name\":\"Nikita Ekka\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/payu.in\/blog\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/4448daa49886616547819223e7d11196?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/4448daa49886616547819223e7d11196?s=96&d=mm&r=g\",\"caption\":\"Nikita Ekka\"},\"sameAs\":[\"http:\/\/payu.in\/blog\"],\"url\":\"https:\/\/payu.in\/blog\/author\/nikita-ekka\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"The Pivot Story: The Turning Point That Built Attrangi - PayU Blog","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/payu.in\/blog\/the-pivot-story-the-turning-point-that-built-attrangi\/","og_locale":"en_US","og_type":"article","og_title":"The Pivot Story: The Turning Point That Built Attrangi - PayU Blog","og_description":"India&#8217;s artificial\u00a0jewellery\u00a0space can often feel limiting. 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