Elevating Tantashala From Local Handloom Store to a Digital First Fashion Brand
Branding & E-commerce for Sambalpuri Sarees
Overview
Tantashala is more than just a fashion label, it is a celebration of India's timeless handloom heritage. Based in Bargarh and Sundargarh, Odisha, the brand specializes in handwoven Sambalpuri sarees, kurtas, dresses, and artisan bags, all crafted by skilled local weavers. Although Tantashala's products embodied rich culture and craftsmanship, the brand lacked visibility and modern digital presence. That's where UnderGrads Media came in to bridge the gap between tradition and technology.
The Challenge & Solution
Challenges Before Collaboration
Low online visibility limited to a local audience
Weak and inconsistent digital marketing strategy
Poor storytelling of artisanship and brand heritage
Difficulty in scaling nationally and converting followers into loyal buyers
After Our Role & Execution
Brand Positioning
Built a strategy with refined voice, messaging, and emotional taglines like "Wear Your Story" & "Handloom With Heart."
Social Media Management
Created a content calendar, ran targeted ad campaigns, and ensured consistent social media presence across Instagram & Facebook.
Content Production
Produced short-form videos, reels, and behind-the-scenes content showcasing artisans, weaving, and dyeing processes to create emotional connect.
E-commerce & Influencer Marketing
Optimized website UI/UX, suggested story-driven product pages, and launched influencer collaborations with sustainable fashion creators to expand reach and credibility.
Impact & Results
Digital Growth
Achieved a 250% increase in Instagram followers and 3x higher engagement rates, with consistent DMs and inquiries from across India.
Brand Awareness
Expanded recognition beyond Odisha, with 60% of new audience reach coming from metro cities.
Sales Boost
Online campaigns led to a 40% increase in website traffic and 25% rise in order conversions within 3 months.
Storytelling Power
Customer interactions grew, with 70% of buyers mentioning heritage and artisan storytelling as a key reason for purchase.
What Our Client Says About Us
"Tantashala's growth over the last 3 months has been phenomenal. We've received more DMs and orders from across India than ever before. UG Media truly understood our story"
Tantashala Team
Conclusion
Through strategic branding, content creation, and digital marketing, UnderGrads Media helped Tantashala move from a local handloom store to a national-level digital-first brand. Today, Tantashala stands as a symbol of Odisha's weaving heritage, connecting artisans with modern customers who value authenticity, sustainability, and culture.
