News · Commerce & Consumer Brands

Attrangi builds bootstrapped jewellery brand from ₹70,000

By Startup Enthusiast · 23 June 2026

What they do

Attrangi makes fashion jewellery for Gen Z, Millennials, and Gen X women

Founded in 2017 with ₹70,000, it is bootstrapped and reinvests profits

About 75% of sales come online via Instagram, WhatsApp, and email

Attrangi is a fashion jewellery brand for women across Gen Z, Millennials, and Gen X.
It was founded in 2017 with just ₹70,000 total, each co-founder putting in ₹35,000.
The brand addresses the gap between expensive fine jewellery and poor-quality fashion jewellery.
Attrangi means 'one of a kind' in Hindi, reflecting individuality and creativity.
The company is bootstrapped from day one and reinvests its profits.
About 75% of business comes online via Instagram, WhatsApp, and email.
It has boutiques in Mumbai, Surat, and Chennai, with a newest boutique in Mumbai and Delhi next.
The brand supports the Pragati women's-empowerment initiative.

The founders started with minimal capital and built the brand without external funding.
Early marketing involved sending jewellery to customers without upfront payment; 99% paid back.
The first customer is still with the brand after 9 years.
Founder-led video content is used to connect with customers.

Attrangi is a fashion jewellery brand for women across Gen Z, Millennials, and Gen X.
It addresses the gap between expensive fine jewellery and poor-quality fashion jewellery.
The brand uses an in-house design approach, focusing on finish and durability.
About 75% of business comes online via Instagram, WhatsApp, and email.
It has boutiques in Mumbai, Surat, and Chennai, with plans for Delhi next.
The company is bootstrapped and reinvests profits.