Rajiv Ramchandani, Director of the T-Shirt brand Tantra believes that the T-shirts segment in India offers non-stop scope for creativity. “The segment, with its various sub-categories and age-wise demarcations, is a vivid universe in itself,” he says. The brand recently added a new ‘babies’ range to its collection. “The Indian kidswear market, with a population of over 1.3 billion, will continue to boom,” notes Ramchandani. “The new range will cater to the demands of babies in 0-2 years age group,” he adds.
Tantra is ‘India-on-a-t-shirt’. The brand captures exclusively the essence of the country’s 5000 year old culture. The content and theme under the Tantra label revolves around ideas and things that are native to India. Tantra also produces two other fine T-shirt labels: ‘Barking Dog’ and ‘Line Maro’. All Tantra merchandise is made exclusively in 100 per cent cotton.
Standing out with creativity
Ramchandani feels T-shirts are not only kid-friendly and easy to wear and remove but also easy to scale up in size. “The segment is ideal for innovations, which makes prices in this category of secondary importance to doting parents,” he says.
Although the segment offers immense scope for all players, international players need to acknowledge the uniqueness of their Indian counterparts. “The Indian way of life is not only unique but also self-developing with innovative ideas and emotions,” observes Ramchandani.
Importance of licensing
As most of the upcoming trends in this segment are determined by superheroes and Disney characters, licensing plays an important role. “However, licensing makes sense only if all parameters for the licensor and licensee are in place,” adds Ramchandani. Elaborating on the future of industry trends, he says, “With the T-shirtisation of India likely over the next decade, the knits market is poised for massive expansion.”
Essentially an offline brand that sells through EBOs and flagship stores, the brand has now entered online retail as well.