Tyaani by Karan Johar reimagines traditional uncut diamond jewellery with a fresh, contemporary perspective. Beginning its journey almost five years ago with Polki jewellery, the brand has since expanded into various other styles, offering designs that beautifully balance heritage with modern aesthetics. Unlike conventional jewellery brands, Tyaani carves its own path by focusing on superb design at great value, making it a mass-reach brand that resonates with a wide audience.
With a large part of their business now coming from international markets, Razorpay has played a crucial role in ensuring seamless and secure payments, helping Tyaani cater to its growing global customer base.
Beneath the Shine
Tyaani has rapidly grown its operations in India and expanded internationally, shipping to various countries, with the U.S. being a key market. Its audience, primarily from the Indian diaspora, values staying connected to their roots while embracing digital convenience. This mature customer base seeks a smooth and intuitive payment process that aligns with the brand’s sophisticated brand and vision.
To meet these expectations, the brand required a payment aggregator that offered exceptional UI/UX for effortless transactions. They also prioritized robust fraud prevention and swift resolution of payment issues to ensure an exceptional shopping experience. Additionally, they needed a partner capable of handling the high volume of transactions during peak seasons like Diwali, ensuring uninterrupted operations during critical times.
Razorpay emerged as the perfect partner, delivering a secure and efficient payment solution that matched Tyaani’s high standards.
Polishing Payments for Tyaani
Razorpay’s seamless UI/UX and simple interface made it the perfect solution for Tyaani’s needs. The ease of use ensured that both international and domestic customers could make payments without hassle, which is crucial for the brand’s mature, tech-savvy audience. When issues like payment failures arose, Razorpay’s quick resolution time—often resolving cases within three days—ensured that they could maintain its strong customer relationships. These fast solutions were key to keeping customers happy and coming back.
Additionally, Razorpay proved reliable during peak seasons like Diwali, when they experience a significant surge in sales. The platform handled high volumes with ease, allowing the brand to focus on their growing international market. Thanks to Razorpay’s responsive support and efficient handling of transactions, Tyaani has been able to continue expanding its business, with Razorpay firmly established as their primary payment gateway.
A Sparkling Future
As Tyaani continues its journey of growth both in India and internationally, Razorpay stands as a reliable partner, scaling alongside the brand’s expanding operations. With its seamless payment solutions, responsive support, and robust fraud prevention, Razorpay has consistently met the brand’s evolving needs.
