How Prashanti Sarees increased their international sales by 25% with Cashfree Payments

About Prashanti Sarees: An Indian Heritage Brand that Won on the Global Stage

Prashanti Sarees is one of the most loved Indian saree brands. Built on the founder’s deep, lifelong connection to sarees as symbols of tradition, emotion, and identity, Prashanti Sarees started as a single physical store. They soon expanded into a digital-first brand, attracting a fast-growing customer base across India and, eventually, across continents.

As interest in Indian-origin products increased globally, the brand began receiving online orders from the US, UK, Singapore, Australia, Canada, and Europe—initially from the Indian diaspora and, gradually, from global fashion enthusiasts who were just beginning to discover the beauty of handwoven sarees.

But the growing global traction brought with it its own new challenges.

Challenges: Multi-currency payments & friction at Checkout

As the international orders soared for Prashanti Sarees, their team observed a recurring problem: International customers were dropping off at checkout due to payment-related difficulties. The key pain points included:

Price Mismatch due to Bank-level FX Markups

Customers often saw a difference in the billed amounts due to their bank-side FX markups, which led to distrust and cart drop-offs.

Unavailability of Preferred Payment Methods

Shoppers in Western and APAC markets preferred paying through their go-to payment methods. Seeing globally recognised payment options gave the shoppers confidence in a new webstore. This was something that the existing setup didn’t support.

Handling Compliance, Regulatory, and Fraud

Each geography had specific regulatory requirements. Preventing fraud, safeguarding against chargebacks, and handling compliance in-house became a very operations-heavy task for Prashanti Sarees.

Lower Trust at Checkout

Prashanti Sarees realised that the checkout page was the make-or-break moment for every order completion. The goal was to provide a trusted checkout experience where customers felt comfortable finishing payments.

Solution: Cashfree Payments’ International Payment Gateway (IPG)

To cater to the worldwide demand, Prashanti Sarees onboarded Cashfree Payments’ International Payment Gateway (IPG), which is specifically designed for Indian Businesses that are selling in the global markets. Here’s what was implemented for Prashanti Sarees:

International Cards Activation
IPG was enabled instantly for Prashanti Sarees, without any disruption to ongoing operations.

Acceptance of all major global cards
Prashanti Sarees began accepting International Visa, Mastercard, American Express, and Maestro Cards from 170+ countries.

Local currency checkout with DCC
With Dynamic Currency Conversion (DCC) enabled, customers started seeing cart totals in their own currency. This eliminated the guesswork around the currency conversion and unexpected bank charges.

Enhanced security for global payments
To build trust for international customers, Cashfree’s IPG activated 3DS 2.0 for secure and friction-minimised card processing, Address Verification System (AVS) and RiskShield—Cashfree’s in-house risk-intelligence engine. This helped reduce fraudulent transaction attempts and shielded Prashanti Sarees against false chargebacks.

Compliance Fully Handled by Cashfree
All regulatory cross-border compliance requirements were taken care of by Cashfree by default. This allowed Prashanti Sarees to focus solely on growth.

The Impact: Higher Trust, Better Success Rates, Increased Global Sales

Within the first three months of using IPG, Prashanti Sarees saw measurable improvements across multiple business metrics. They are as follows:

25% Growth in International Sales
Clear pricing, familiar card payment options, and a secure checkout experience improved buyer confidence.

93%+ Payment Success Rate
Prashanti Sarees saw a dramatic improvement in payment success on card transactions compared to before.

~75% lower Fraud Rate
RiskShield and AVS significantly lowered risky transactions without hurting customer experience.

T+2 INR Settlements
Improved settlement cycles helped the Prashanti Sarees reinvest in inventory and plan global shipments more efficiently.

“With a secure local-currency checkout, Cashfree Payments helped us eliminate our worries about international transactions and fraud. We saw a 25% increase in international conversions within just three months! Their reliability during peak traffic and fast settlements has been a game-changer.”

Brinda Padmanaabhan
Co-founder, Prashanti Sarees

About Cashfree Payments’ International Payment Gateway (IPG)

Cashfree Payments’ International Payment Gateway helps Indian businesses accept payments from 170+ countries. Our IPG is built to deliver higher success rates on International payments with advanced fraud protection and 100% compliance.

Merchants can accept Visa, Mastercard, Amex, and Maestro Cards across 140+ currencies, supported by Dynamic Currency Conversion (DCC) for a local checkout experience for every international customer. Security is built-in with 3DS 2.0, AVS, and RiskShield—leading to up to 80% lower fraud. Smart retries functionality further improves approval rates, delivering 85%+ success rates and up to 2× higher conversions.

With IPG, businesses get a trusted, compliant, globally scalable payment stack that reduces friction, boosts international conversions, and strengthens cross-border growth.

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