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Trunal Sahuji
इस खबर को सुनने के लिये प्ले बटन को दबाएं।
Aditi Garg, now founder and CEO of Adwitiya Fashion Pvt. Ltd., began her entrepreneurial journey after leaving behind a planned career in Chartered Accountancy — a decision that marked the turning point of a new chapter. Founded in 2012, Adwitiya originally focused on fashion jewellery — with a clear goal: make high-quality gold-plated jewellery accessible, stylish and risk-free for the consumer.
Challenges, Learning & Pivot
Aditi’s early path was not without obstacles:
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While pursuing her CA, she also started a side business selling jewellery online. Over time, balancing both became difficult.
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Sourcing high-quality products at scale was challenging. She moved from relying on wholesalers to working directly with artisans and manufacturers to build inventory and ensure design uniqueness.
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Changing public perceptions about artificial jewellery meant the brand had to earn trust and prove value. “What will people say if I wear artificial jewellery?” Aditi reflected.
Transformation through Connectivity
One of the innovative moves for the brand was leveraging digital tools — particularly WhatsApp Business—to interact with artisans, vendors and customers. Using WhatsApp, Adwitiya:
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Shared product images directly with artisans to simplify procurement.
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Took customer orders and offered special discounts through its WhatsApp community (which grew to 2,000+ users).
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DEeepika
