Analysis · Commerce & Consumer Brands

Bootstrapped fashion brand Attrangi expands boutiques

By Startup Enthusiast · 23 June 2026

What they do

Attrangi sells affordable and durable fashion jewellery to women across Gen Z, Millennials, and Gen X

The company started with ₹70,000 in 2017 and remains fully bootstrapped without external funding

Attrangi plans to open new physical boutiques in Mumbai and Delhi to complement its online sales

Attrangi is a fashion jewellery brand founded in 2017 by Vidushi Jain and Saloni.
The founders started the business with an initial capital of ₹70,000, contributing ₹35,000 each.
The company has remained bootstrapped from day one and has not raised any external funding.
Attrangi offers affordable, durable, and unique designs targeting women across multiple generations.
Approximately 75% of revenue comes from online channels like Instagram, WhatsApp, and email.
The brand operates physical boutiques in Mumbai, Surat, and Chennai.
Founders initially sent jewellery without upfront payment and recovered 99% of the payments.
Attrangi runs a women-empowerment initiative named Pragati.

Attrangi sells fashion jewellery that is described as affordable and durable.
Products feature 'one of a kind' designs aimed at distinct style preferences.
The target audience includes Gen Z, Millennials, and Gen X women.
75% of revenue is generated through digital platforms including Instagram and WhatsApp.
Physical retail presence exists via boutiques in Mumbai, Surat, and Chennai.
The company uses email marketing alongside social media for customer engagement.
Early strategy involved sending products on approval with a 99% payment recovery rate.
Attrangi operates a women-empowerment initiative called Pragati.