Tantra introduces 'Modi' series T-shirts

Tantra the popular T-shirt brand which is also called India's official unofficial Tees', is ready to launch an exclusive range of T-shirts based on pet projects, mantras and sayings of the country', prime minister Narendra Modi.

Cashing in on Modi's popularity

The brand's founder Ranjiv Ramchandani says besides introducing the 'Modi' range of tees, the brand also proposes to enter other segments of apparel business. 'Our prime minister is an icon. He was voted by the masses to be the leader of the second most populous country in the world. One may like him or hate him but you can't ignore him. Befitting his personality, we at Tantra have developed a series of T-shirts mirroring some of Modi's pet projects, mantras and sayings. Like our previous series such as 'India On A T-shirt', 'Barking Dog', 'Line Maro', 'Loose Motion' etc, India will take our 'Modi' series head on," explains an optimistic Ramchandani, a copywriter turned brand manufacturer.

Earlier too Tantra had introduced a line of anti-corruption themed tees showing a picture of the anti-graft activist Anna Hazare against the red, white and blue background. These had had created a storm as Indian youths, who were participating in the movement against corruption, found them aptly expressive.

Spreading brand's reach to the Middle East

The famed T-shirts brand has already made inroads in foreign shores such as New Zealand, England, Japan, US, France, South Africa, Poland, Fiji and now plans to conquer the Gulf countries. The brand now addresses the global youth through cool, funny and pungent messages on products. Besides being creative in art and copy, Tantra T-shirts are of high quality and pocket-friendly. All these add together to put Tantra tees in collegians' wardrobe.

When Tantra was incepted in 1997, Ramchandani had decided to make it a cult brand to represent India in its true sense. The brand had set eyes on foreign tourists as Tantra T-shirts gave them an insight into India. "Now, many new domestic and international brands have entered the market. But, Tantra is still far ahead as its creative lines caters to the classes as well as masses," points out Ramchandani.

Ramchandani whose headquarter is located in Mumbai's plush Nariman Point has a 'Department of Ideas' from where creative ideas take concrete shape. Leading a battery of creative professionals, Ramchandani classifies life as 'simple' and 'meaningful' which gets reflected in Tantra's T-shirts.