Attrangi, a contemporary jewellery brand known for its bold and versatile designs, has announced the appointment of Apurv Singh as its Strategic Consultant, as the brand sharpens its focus on structured growth and clearer marketing strategy.
Singh brings over a decade of hands-on experience across performance marketing, digital growth, analytics, and brand scaling. He has worked closely with founders and leadership teams to bring clarity to marketing decisions and build systems that are measurable, sustainable, and aligned with long-term brand goals.
Over the years, Singh has worked with some of India’s most respected organisations, including the TATA Group across brands such as Fastrack, Taneira, Titan, and Tanishq, as well as Reliance Brands Limited, where he supported premium and luxury retail brands like Adidas India, Superdry, Hugo Boss, and Hamleys. His experience also includes work with Godrej Properties and collaborations with global platforms such as Spotify India, Amazon India, and Amazon UAE. Beyond brand-side experience, Apurv has built a strong digital presence of his own, with a community of over 300,000 followers on Instagram, where he shares insights on marketing, growth, and brand-building. This aligns well with Attrangi’s growing digital-first approach, as the brand continues to engage a loyal audience of over 400,000 followers across social platforms.
Having operated across both mass-market and luxury segments, Singh brings a balanced understanding of performance-driven growth while remaining sensitive to brand storytelling, an important fit for a design-led jewellery brand like Attrangi.
In his role as Strategic Consultant, Singh will work closely with Attrangi’s founders to bring structure to marketing planning, growth strategy, and performance measurement. While execution will continue to be managed by internal teams and partners, his focus will be on direction, clarity, and long-term thinking.
Commenting on the appointment, Vidushi Jain, Co-founder, Attrangi, said, “As Attrangi grows, it’s important for us to scale thoughtfully without losing the soul of the brand. Apurv brings clarity and structure to how we think about growth, and his experience across performance and brand makes him a strong partner for us at this stage.”
Saloni Shah, Co-founder, Attrangi, added, “What we appreciate about Apurv is his practical, no-noise approach. He understands both creativity and numbers, which is essential for a jewellery brand like ours as we expand our presence.”
Sharing his thoughts on joining Attrangi, Apurv Singh said, “Attrangi has a distinct design voice and a strong sense of identity. What drew me to the brand was the founders’ intent to grow with discipline and purpose. My role is to help bring structure to marketing so decisions are easier to make, easier to measure, and aligned with the brand’s long-term vision.”
The appointment reflects Attrangi’s intent to build a strong foundation for growth while continuing to deliver handcrafted jewellery that resonates with modern consumers.
Founded by Vidushi Jain and Saloni Shah, Attrangi is a contemporary jewellery brand that blends Indian craftsmanship with modern design. Known for its bold, versatile pieces, the brand offers handcrafted jewellery ranging from statement ethnic styles to everyday contemporary designs. Attrangi creates jewellery for women who see adornment as a form of self-expression. The brand combins a strong digital following of 4 lakh+ followers with three physical experience centres in Mumbai, Chennai, and Surat.
