Attrangi has carved a niche for itself in the growing imitation jewellery space

Attrangi offers jewellery across categories including Polki, Kundan, Jadau, Meenakari, diamonds, and other traditional styles. Organising these diverse jewellery forms into one cohesive offering has been one of the brand’s biggest challenges, but it also makes the brand distinctive.

In terms of performance, Polki is one of the brand’s strongest categories, particularly during the occasion and wedding season. Solitaires also perform consistently year-round. The brand offers solitaire designs in different sizes, including 1-carat, 3-carat, and 5-carat options, with screw-back settings inspired by real jewellery.

Attrangi has carved a niche for itself in the growing imitation jewellery space on the back of three factors. First, the brand sells imitation jewellery with an understanding of the look and feel of real jewellery. The brand focuses heavily on the quality, finish, and premium experience of every piece. Second, it offers jewellery at affordable price points. The objective is not simply to generate a high margin on one piece but to encourage customers to purchase multiple pieces for themselves and their families