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World of Tantra

by Nidhi Paul

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India’s biggest T-shirt brand has always reflected the scenes from daily life that you might have avoided. Travelling from India’s market to the western audience, the duo viz. Mariwala and Ramchandani has very well tried to reflect humour from the daily mundane. In short this duo has tried to portray India on t-shirt.

Tantra – the t-shirt brand is very much popular and loved by the tourists and students. Ramchandani, the founder and head of the creative design, started in 1997. The quintessential of a brand is visuals. He wanted to represent the picture of real India to the foreign tourists. He initially started the business in one of his friend’s father store at Colaba. The prime area of Mumbai was an eye catcher for the duo. Soon in 2005 – 2006 the big retailers were around Mariwala and Ramchandani to give colours to their “t-shirt magic”.

Tantra tshirts
Tantra tshirts

The Tantra t-shirt is more preferred for its humour, unique, colour and visibility. It always convey some message through the design. The price ranges from Rs 199 to Rs 695. At present they are available with three different labels – Tantra, Barking Dog and Line Maro.

Mariwala and Ramchandani own 14 stores and plan to open three more. Mariwala, who handles production and marketing, believes that they don’t want to make mistake of having too many properties and diluting their profits in paying rents.

I know next time when you see these brands and have your pick you will definitely imagine how a small idea turned into a big choice for the mass.

Visit their official site

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