Our atrangi® Story

Meaning of atrangi & how atrangi started

It all began with an earring"...

The inception of atrangi began during one of our travel adventures.

My partner and I have always had a unique lifestyle that involved travel and leisure. As entrepreneurs, we have the luxury of living the kind of life we don't need a vacation from. We live to travel and our adventures have introduced us to several artisans and artists, many of whom are our friends now.

One holiday we were strolling through the vibrant streets of a local flea market in North Goa. A young woman (who was an addict looking to make quick money) approached us with an "atrangi" earring. The weave looked intricate with each thread color spun to perfection around a brown loop made from coconut shell. On enquiring, we were fascinated to know that she had spent an entire week on creating the perfect weave to make this beautiful earring. The woman sold it to us at a low price and we continued on with our holiday.

That evening I caught a glimpse of the earring on Pari's ear and pondered over the effort the woman put into creating the trinket. It was a one-of-a-kind piece that would draw anyone's attention to the wearer. We wondered if the artist would have got a better price for it if she wasn't in a desperate situation and if she could display it to a better audience.

Little did we realize that our conversation was the inception of atrangi.

We understand the reward that lays in owning something that is unique and that cannot be found easily. atrangi means "not usual" or "extraordinary" and our love for rare and handmade products reflects in the theme of our website. Every product you purchase from atrangi has been handpicked, with love, by us with the intention of showcasing it to a global audience.

Our vision for atrangi is to provide a platform for artisans from around the world to display their creative talents. If you would like to help us with this vision, do write in at atrangi@atrangi.in

- Gautam and Parinita

Logo coincidence

The first earring

This was the first product that inspired us to start Atrangi and our brand consultant designed a logo that resembled this product coincidentally.


In-house Photography

This was our first hand-made DIY product photography light box.


Indian Express, 2 Aug 2019

Atrangi's unique hemp-based accessories to up your style quotient.

IF YOU’RE LOOKING for an organic and handcrafted sustainable label to stock up on bags, beanies, pouches, or other crafty wearables, you need to hear about Hyderabad-based label Atrangi. The brand, which has found an incredible resonance with the younger crowd owing to its...

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LBB, 27 Mar, 2020

Going Nuts! This Makes The Most Quirky, Cool & Cute Bags.

Atrangi is the brainchild of the creative duo Parinita and Gautam, who are making bags like we've never seen before. Just like the name Atrangi, you can find real quirky bags made up of super unusual materials.... like coconut shells!

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Bangalore Times, 6 Dec 2017

Gautam Sharma, who had a stall of action figurines made of spare parts and boxes made of computer keyboards, says that his love for comic characters translates into his work. “Since my wife and I love action figures and characters, and we know that people love them as well, we designed these figurines and took them to people who make them. Our motive is to bring forth the work of these artists, with the message of upcycling,” says Gautam...

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Sakkal Times Pune, 29 July 2018

Nothing but extraordinary!

Have you ever heard of a startup which was born out of a crazy idea?...

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Telangana Today, 22 Oct 2017

High on the quirk factor.

Gautam and Parineeta Sharma of Atrangi share the story behind curating their unusual products.

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