Youth Inc.

Design, wear, flaunt

What enables Inkfruit to plug itself as India's largest co-created merchandising brand?

Soumik Kar

Yo momma so fat’ shout the big letters in caps till you peer helplessly at the wearer to read, in small cases, ‘her favourite blouse is a tent’. The humour is priceless but the T-shirt, in black and coffee brown, can be had for ₹299 only on Inkfruit. The youthful concept of ‘wearing your attitude’ has been taken to another level by this very successful site — buyers not only purchase whacky stuff here, they design it, too. 

“I love making myself heard through T-shirts,” says Naresh Saini, a 24-year-old BPO employee from Gurgaon, who found out about Inkfruit on Facebook and likes its designs, quality and prompt delivery. “Fashion is about making a statement, which could be either mild or bold. Earlier, the most provocative you could get was a Che Guevara T-shirt. Now, I have a bunch of websites that give me a whole range of quirky options. Inkfruit is among the best of them.” 

Unsurprisingly, it’s two young blokes who are behind Inkfruit — five years after they graduated from IIT-Bombay in 2002, Kashyap Dalal and Navneet Rai chucked their ‘regular’ jobs and plunged into the co-creation merchandise space. “In 2007, the merchandise range in India was very limited,” says Dalal. “There were only a few home-grown brands which were replicating the work of thei


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