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When a 'che' is at the END of a word it's usually pronounced "sh". For instance mustache.
When a 'che' is at the BEGINNING of a word it's usually prounounced "ch' as in chestnut.
When a 'tch' is at the END of a word it's usually pronounced 'ch' as in pitch.
It's niche, not nitch, so it would be pronounced NEESH, if spoken 'correctly'.
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