Tanoti is where style meets storytelling. Founded by designer Apurva Rajpurkar, the brand blends contemporary loungewear and Indianwear with thoughtful craftsmanship. Every piece is infused with narrative, emotion, and artistic detail—making each garment feel personal and expressive. Tanoti creates clothing with care and intention, hoping customers experience the same love that goes into every stitch. For the brand, fashion is not just apparel—it is a medium of expression, creativity, and meaningful connection.
Our partnership with Tanoti began in July 2024, when the brand was completely new and selling only through its own e-commerce website. The first step was strengthening their online visibility by onboarding them on Nykaa and AJIO, giving the brand access to structured, high-traffic platforms.As a newly launched label, organic traction took time. Through continuous optimisation, keyword improvements, strategic catalog placements, and backend support, Tanoti gradually began gaining visibility and impressions. Once a steady performance pattern emerged, we expanded the brand further by onboarding it on Myntra, enabling access to a broader and more diverse customer base.
Challenges
- Building visibility and customer trust from scratch as a completely new brand
- Driving traffic and awareness when the brand initially operated only on its own website
- Gaining discoverability on Nykaa and AJIO against established competitors
- Increasing impressions, clicks, and conversions for a newly launched label
- Continuously optimising catalog elements to improve search relevance and ranking
Project Timeline
- Nykaa onboarding was completed within 2 to 2.5 months.
- Ajio onboarding was finalised in 1.5 months.
- Myntra onboarding was completed smoothly within one month.
Solutions
- Strengthened digital presence through multi-platform onboarding
- Improved catalog quality with refined keywords, SEO, and content optimisation
- Enhanced discoverability through trend monitoring and strategic placements
- Provided day-to-day backend support for operations and performance tracking
- Expanded brand reach by onboarding on Myntra after stable initial traction
Tanoti’s journey demonstrates how a newly launched brand can build a strong digital footprint through structured marketplace onboarding and consistent operational support. From zero marketplace presence to scaling across Nykaa, AJIO, and Myntra, Tanoti grew steadily through strategic listing improvements, data-driven decisions, and a long-term visibility plan. With the right creative direction and marketplace expertise, the brand continues to evolve and capture the attention of customers seeking expressive, handcrafted fashion.
