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Tantra launches T-shirt with Rupee symbol exclusively on its online store

by Satrajit Sen

Indian T-shirts brand Tantra has launched a new design of T-shirt, inscribed with the new Indian Rupee symbol, exclusively on its online store TantraUniverse.com, which was launched in February 2009 in association with Mumbai-based Net Assets. According to Tantra, the new Rupee T-shirt will hit the offline market in two to three months.

by Satrajit Sen

Indian T-shirts brand Tantra has launched a new design of T-shirt, inscribed with the new Indian Rupee symbol, exclusively on its online store TantraUniverse.com, which was launched in February 2009 in association with Mumbai-based Net Assets. According to Tantra, the new Rupee T-shirt will hit the offline market in two to three months.

“Since we had set up the online store, our endeavour has been to build a customer base and then try various interesting initiatives that will appeal to this base of Tantra fans,” Ranjiv Ramchandani, founder, Tantra, has told AlooTechie. “Amongst the many initiatives planned, we thought of testing the idea as internet only merchandise and we came up with the Tantra Rupee symbol T-shirt.”

According to Ajay Miglani, director, Net Assets, the customer has to pre-book the order and the T-shirt will be delivered within three weeks. Miglani further informs that TantraUniverse.com has already received order for more than 100 T-shirts with the new Indian Rupee symbol since the website started taking orders for the new T-shirt on August 11, 2010.

“The order inflow proves that customers are willing to wait for a concept that is really unique and differentiated. We have worked out a number of initiatives like new designs, new variants, social media initiatives, contests and promotions and you will see them being rolled out in the near future. The whole idea is to engage and build a community of Tantra fans across the globe,” added Miglani.

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