Tantra gears up for A/W season with new offerings

Tantra, the popular brand of T-shirts, is geared up for the forthcoming season with its new offerings. The brand has unveiled a new range of tees under unisex, women’s, and kids’ range. ‘Tantra Sports’ and ‘Black Market’ are the two new labels

that have been introduced. And the pre-winter and winter range of fleece/hoodies will roll out shortly. The brand has also come out with a woven range of casual chic women’s tops, under the label ‘Plain Jane’. Expanding its portfolio further, Tantra has launched quirky mugs under the label ‘Tantra Mugs’ and cloth bags which are available in an array of styles and prints.

Tantra's Autumn/Winter will roll

out shortly

In the upcoming season, the brand is all set to bounce back after going through a few tough seasons. As Ranjiv Ramchandani, Director, Tantra says, “The key areas for growth are regions or zones not represented as yet through a distributor and continued expansion of our EBOs and MBOs. We haven’t thought of a number but we will focus our energies on opening more MBOs and EBOs in Tier II, III towns.”

Tantra also deals with major online retailers, and has its own website. This will continue as a long-term strategy. The brand is looking at social networking as an important tool in the entire marketing process. Plans are underway to consolidate and have a bigger presence on social networking sites. Ramchandani further says, “Essentially, our strength comes from the major metros where we are available. But, Tier II, III cities are fast catching up, on the EBO front, as well as through distributors. The last three EBOs were launched in Ranchi, Agra and Cochin. The brand is also available through LFS. It reaches out to its customers through 250 MBOs and 50 EBOs. In the overseas market, Tantra recently tied-up with an American partner for online and offline sales in the US.”

On the growing popularity of casual wear in India Ramchandani says, “The cultural and climatic habits of the sub-continent favours casual wear. However, the country is hugely fractured and divergent based on demography and culture. What’s ‘cool’ in South Mumbai, may seem drab and boring in North Mumbai. Similarly, tastes differ from state to state.”