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Purpose Atta-satta is a system in which two families exchange brides: the first family's bride marries a groom from the second family, and the second family's bride marries a groom from the first family. Though this practice is socioculturally rooted and has a significant impact on women's lives, evidence on the experiences of women in Atta-satta marriages is limited. This qualitative study aims to explore the tradition of Atta-satta marriage in rural Rajasthan, India, by examining the experiences of women who live in such marriages. Attempts are made to uncover the nuances of Atta-satta, a traditional practice of marriage, and its repercussions on women. Design/methodology/approach A descriptive qualitative research approach guided this study. Data were collected through in-depth interviews with 17 married women from five villages in rural Rajasthan, India. The data were analyzed using reflexive thematic analysis. Findings The findings reveal that the lowered demand for the dowry price, marital stability and the promotion of community coherence are the primary reasons for the prevalence of such marriages. Lack of autonomy, coerced and early marriages, and violence mark women's experiences in Atta-satta. Originality/value This study contributes to strengthening the understanding of women's lives in Atta-satta marriage and documents how these experiences are influenced by sociocultural practices prevalent in the region. The study's results underscore the need for concrete efforts to address these challenges, which may involve promoting women's education, raising awareness about the importance of empowering women to make their own life choices and challenging harmful gender norms and practices that limit women's potential and autonomy.