Affordable, Relatable, Attrangi: How Vidushi Jain & Saloni Shah Are Winning India’s Jewellery Game
📝InterviewsAs part of StartupTalky’s International Women’s Day 2026 series, Vidushi Jain and Saloni Shah reveal how Attrangi is transforming jewellery into a form of everyday self-expression while empowering women through design, community, and purpose.
India’s fashion jewellery market is undergoing a massive transformation, driven by Gen Z and millennial consumers, rising disposable incomes, and the shift toward affordable, everyday self-expression. The market is expected to grow at a CAGR of 7-9% and cross $5 billion by 2030, as demand increases for imitation jewellery that blends style, quality, and affordability.
While traditional jewellery continues to hold cultural significance, a new generation of consumers is seeking versatility, individuality, and accessibility, creating space for brands like Attrangi.
As part of StartupTalky’s International Women’s Day 2026 special series, celebrating women who are building and redefining industries, we spoke with Vidushi Jain and Saloni Shah, Co-founders of Attrangi, about their journey of building a women-led contemporary jewellery brand in a traditionally dominated market.
Identifying the Gap: Why Attrangi Entered the Imitation Jewellery Market
StartupTalky: Vidushi and Saloni, you co-founded Attrangi as a women-led contemporary jewellery brand at a time when the category was dominated by traditional players. What was the insight that made you believe there was a fundamentally different kind of jewellery brand that needed to exist?
Vidushi Jain and Saloni Shah: Well to be honest - we didnt really think of this way - our need was simple - there were many gold and silver brands at scale and the big players were competing there.
However when we thought of the imitation jewellery market - that was largely unorganized and there didnt exist a large scale imitation jewellery which catered to today's woman who wanted more variety and everyday jewellery which didnt really hurt the pockets. So it was effectively that market we wanted to target at the same time we understand that people didnt want to compromise on quality just because they were buying fashion jewellery - so we ensured that our brand ethos focused on curated designs, great quality and affordable pricing.
Tradition Meets Individuality: Catering to Every Kind of Woman
StartupTalky: Jewellery in India is deeply tied to cultural rituals, inheritance, and identity. Attrangi seems to be repositioning it as a medium of daily self-expression. How do you navigate the tension between tradition and individuality, and how have women consumers responded to that shift?
Vidushi Jain and Saloni Shah: Well we basically have something for everyone - so if you are very feminine and love florals, colours etc- we have that at the same time if you like jadau, polki heavy looking - we have that too and if you are those who prefer minimalistic everyday wear - we cater to those also.
So its really an expression of yourself and our endeavour is to cater to all the categories. We basically go out there and choose and curate the best designs across categories and its the consumers who decide which one really does well for us - we will have something for each women - we aim to be the one stop jewellery for everyone's needs.
Co-Founders in Sync: Turning Differences into Strengths
StartupTalky: Building as two equal co-founders brings both strength and complexity, you’re each fully invested, which means disagreements have no easy hierarchy to resolve them. How do you manage creative and strategic differences, and how has that dynamic shaped the Attrangi brand?
Vidushi Jain and Saloni Shah: Both come from different strengths and weakness, automatically fortunately we have divided our roles in such a way that things are smotth, decsions are made and timelines are followed.
We both have our strengths and weaknesses & learn each day to keep up with the latest trends - there is also a detailed discussion on any topics of debate but ultimately the person incharge of the role gets the final say. I feel working on tasks independently also pushes a sense of ownership and accountability which helps you - you ultimately own the decision, good or bad and work towards geting the desired results.
Beyond Price: Building a Brand Through Purpose and Story
StartupTalky: Storytelling and creative narrative are central to how Attrangi builds its brand. In a market often driven by price and visibility, how do you use story as a competitive advantage, and what does meaningful brand building look like in the fashion jewellery space?
Vidushi Jain and Saloni Shah: Well a good product sells by itself - doesnt really require a story . However the narrative of being women co founders and chalking out our own way despite all the resistance and stereotypes - that i feel really sends a feeling of inspiration.
Our Pragati by Attrangi initiative which takes care of women from backward areas of society and helping them with responsibilities and skill sets too sets a sense of belonging with the brand. We share our story very purely as is - two young women with no backing trying to pursue a passion project which ultimately is impacting lives and creating a brand which people love for the designs and relatibility.
Breaking Stereotypes: Proving Business Credibility as Women Founders
StartupTalky: Women founders in fashion and jewellery still face a distinct challenge, they’re often seen as creative individuals rather than serious business operators. How have you navigated the pressure to prove commercial rigour alongside creative vision, especially when seeking funding or scaling?
Vidushi Jain and Saloni Shah: I think its a challenge initially especially till the concept is unproven but once you establish credibility - its actually the opposite - as women founders sometimes we get far more respect and love compared to if a man would have founded it . We have stuck to the core philosophy of sticking to high quality products, great designs and affordable pricing and not get swayed by growth and providing great customer service - i think the usual basics - the rest takes care of itself
Building Community: From Customers to Shared Purpose
StartupTalky: Modern women consumers are increasingly intentional about the values behind the brands they support. How has Attrangi built a genuine community, not just a customer base, and what does that relationship look like beyond the transaction?
Vidushi Jain and Saloni Shah: We started an initiative called Pragati (Sanskrit for "Progress") because we saw a massive, overlooked gap in the market. While the e-commerce world is booming, women from underprivileged backgrounds are often left at the fringes, stuck in low-skill roles. In most cases quick/e-commerce companies has transformed lives of men by giving them good jobs and up skilling them however there was nothing like that for women.
Pragati is our way of giving the women of our country to upskill and learn the digital economy. It’s a specialized 6 month incubator where women seeking a second chance at life and coming from various backgrounds, learn aspects required to run a modern retail brand and then take up a job. Weve also held many women led initiatives which has created a sense of belonging for the brand.
Advice to Aspiring Women Entrepreneurs: Just Begin
StartupTalky: What would you tell a woman with a creative idea she’s been sitting on, and what do you wish someone had told you before you launched Attrangi?
Vidushi Jain and Saloni Shah: Well, i would definietly say open your phone and JUST START. There is never a right time. If you feel the instict, if you relate to it then just go for it. in this world of AI everything has become simpler to just give the idea a boost to begin with with minimal expenses. Worse case scenerio even if you fail the best you'll have is that you must have learned something that you will not repeat in the next idea! so why wait? Just BEGIN now!
What do you wish someone had told you before you launched Attrangi? Well for this i would say, how important it is to become the face of your brand and lead founder related content flagging both the glamour and the hardships faced while running a busy.
Final Takeaway: Redefining Jewellery for a New India
Attrangi’s journey reflects a larger shift in India’s jewellery landscape, where self-expression is replacing convention, and affordability meets aspiration. As part of StartupTalky’s International Women’s Day 2026 series, their story stands as a testament to how women-led brands are not just entering markets, but reshaping them with purpose, inclusivity, and authenticity.
Apoorva Bajj