T-shirt brand Tantra launches new design ideas every month. “This year, we are experimenting with fluorescent inks, and fabric count and compositions,” notes Ranjiv Ramchandani, Director of the brand. The theme for the collection this year is India. “We’re also inspired by a host of other happenings, and incorporate these ideas into wearable T-shirt art,” adds Ramchandani.
An irresistible canvas through innovative fabrics
For Tantra, cotton is the eternal and perennial favorite. “However, innovations in fabric and printing are a part of our every collection. Our T-shirt is the canvass whose art and language elevates its buying proposition to a level which makes the offering irresistible,” states Ramchandani.
He believes the T-shirts category has a bright future in India. “The 1.3 billion consumers, all demanding good quality knit products, will fuel future demand making India a T-shirt country,” he adds.
Political stability, business friendly environment to fuel retail growth
Ramchandani feels, “rationalisation of offline rentals and online discounts as the two major challenges that emerging brands in India face currently.” He however is optimistic that “with political stability and a business-friendly environment, the retail industry will bounce back to meet the exponential growth and demand of the Indian middle class.”
In terms of its retail strategy, omni-channel is the only way forward for Tantra. The brand, which started as an offline player, is in the process of rapid online assimilation. For this, Tantra is currently looking for a partner. “Anyone who wants to work in conjunction to create a bigger universe is more than welcome,” adds Ramchandani.