Mumbai-based Tantra T-shirts has emerged as one of India’s most distinctive lifestyle and fashion brands, redefining the T-shirt category with its unique blend of Indian culture, humour, and contemporary design. Known for its “India-on-a-T-shirt” philosophy, Tantra has grown from a niche concept into a multi-label brand with a strong retail and online presence across India and select international markets. With a focus on creativity, brand identity, and retail innovation, Tantra continues to engage a youthful, discerning audience while expanding its footprint in lifestyle retail.

We sat down with Ranjiv Ramchandani, Founder and Director of Tantra T-shirts, for an exclusive interview to explore the journey, retail strategy, brand philosophy, and future plans of this cult brand. The interview was conducted by Gurbir Singh Gulati, Editor-in-Chief, InFashionBusiness.com.

Before Tantra, what inspired you to start this brand?

Before Tantra, I worked as a copywriter in an advertising agency. My creative boss, Sheila, travelled extensively, and on one of her trips to Scotland, she gifted me a funny souvenir T-shirt. I realised that nothing like this existed in India. Why not create funny, culturally rooted T-shirts for tourists and locals alike? That was how Tantra — India-on-a-T-shirt — was born. In many ways, we were the original Make-in-India brand, before the term became popular.

What defines Tantra’s philosophy and approach to design?

At Tantra, we’re not in the business of T-shirts — we’re in the business of ideas. A T-shirt is merely a canvas. Our brief is always India, so we create designs that celebrate Indian culture, humour, and everyday life — from autos and aeroplanes to curries and quirks of society. Our award-winning Tantra Design Group thrives on creative freedom, with no structured briefs or corporate constraints, which allows us to push the boundaries of design and expression.

Why is Tantra called a cult brand?

Those who are hooked onto Tantra know exactly why. Tantra T-shirts combines cool, sharp, and edgy humour with expertly curated artwork, creating designs that are not only unique but irresistibly desirable. With each T-shirt, we offer a statement that resonates with the bold and the creative, making Tantra a brand that stands apart in every way. Our Tantra Design Team consists of an eclectic mix of award-winning art directors, copywriters, cartoonists, poets, and philosophers. They love putting intelligent and cutting-edge art on a T-shirt, and there’s always one idea (or more) that will grab you and appeal to your inner self. People can also connect with us to open new franchisee stores and make profits — the fun way — with low risk and high returns, partnering with Tantra, a proven brand in the market, offering a T-shirt range for guys, girls, and kids.

How did the brand expand beyond the original India-themed T-shirts?

After the success of the initial line, we expanded to women’s and kids’ ranges, each requiring tailored creativity. Kids’ apparel posed a unique challenge since a 2-year-old and a 9-year-old cannot wear the same designs. We then introduced ‘Barking Dog’ for non-India concepts. Today, we have 7–8 indie labels, each catering to a specific audience or USP. The core idea remains: creating original, culturally relevant, and humour-infused products that resonate with consumers.

How does Tantra approach retail and market presence?
Our retail strategy is a blend of offline and online touchpoints. We operate 10 franchisee stores across India and previously ran profitable airport stores, which are still managed by our retail partners. Offline presence helps maintain visibility and brand legitimacy, while online channels — including marketplaces and our website www.tantratahirts.com — allow us to reach a global audience efficiently. The retail focus is always on brand experience, storytelling, and engagement, rather than just sales.

Pic: Delhi Store

Pic: Nariman Point, Mumbai store 

Pic: Kochi Store 

Pic: Hydreabad Airport store

How does Tantra leverage collaborations and online engagement?
We collaborate with chain stores for souvenir T-shirts and partner with emerging YouTube creators for bespoke online collections tailored to their audiences. These collaborations allow us to connect with niche communities, amplify our reach, and maintain brand freshness. Online is the super-highway for our growth, and it enables us to take our unique art and ideas to audiences both in India and internationally.

Pic: Kuala Lumpur, Malaysia store

Tantra has also expanded internationally. Can you share more?
Yes, we were the only indie T-shirt brand to open stores in the United States and Kuala Lumpur. We aim to replicate this in tourist-heavy locations worldwide, showcasing Indian creativity on a global stage. The idea is to build experiential retail spaces that communicate the brand story while providing a unique shopping experience.

How do you handle changing trends while maintaining the brand’s identity?
Trends may shift, but emotions don’t. People’s desire for humour, culture, and individuality remains constant. Graphic styles and jokes may evolve, but the essence of Tantra — creativity and irreverent humour — stays the same. This consistency allows us to innovate while remaining authentic to the brand.

Tantra’s Brand and Retail Focus
Tantra T-shirts has successfully merged cultural storytelling with lifestyle retail, offering more than just apparel — it offers a statement, a story, and an experience. With multiple indie labels, retail collaborations, franchisee opportunities, and online expansion, Tantra has built a strong platform for engaging youth, professionals, and tourists alike. Its philosophy of transforming T-shirts into a medium for ideas continues to resonate across India and globally. As Ramchandani puts it, “We’re here to build long-term equity, spread happiness, and show the world the creative potential of India.”