They Started A Startup Making T-Shirts, A Year Later, It’s Rs 10 Lakh A Month

Last Updated:February 04, 2026, 14:43 IST

Within months, brand’s unique value proposition gained traction. Customers praised the t-shirts for their durability and fit, compared to fast fashion and ill-fitting imports.

Subtle started small, selling directly through Instagram and a minimal website, using organic word-of-mouth and genuine customer reviews to drive early demand. Representative Image: Canva

It all started with a simple morning coffee and a shared gripe about men’s t-shirts. In a café near their office in Bengaluru, childhood friends Rahul Singh and Nikhil Kumar found themselves venting about how most casual tees in India either clung awkwardly, lost shape after a few washes, or felt flimsy and cheap. For men who wanted everyday essentials that lasted and felt good, the options were surprisingly limited.

“I remember looking down at my tee that morning and thinking, why can’t shirts just feel better? Why should they cling here, stretch there, fade so quickly?" Rahul recalled in a social media interaction. That casual conversation sparked an idea that would soon turn into a brand built around a simple promise: premium heavyweight t-shirts that look good, feel comfortable, and last for years.

From Day Jobs to Startup Dream

Both Rahul and Nikhil came from non-fashion backgrounds. They reloacted to Bengaluru when their parents shifted due to work decades ago. They had been colleagues in corporate roles where they picked up essential skills in sales, distribution, and running teams. But the idea of launching a clothing line felt personal, something rooted in a real pain point they and many of their friends experienced.

In early 2025, they formally launched their brand, Subtle, with a focus on high-quality men’s tees made from 260 GSM 100% cotton and crafted using a specialized fluted knit that strikes a balance between structure and breathability. The duo spent months researching fabric weights, knits, and fits, determined to create a product that didn’t cling at “awkward places on the body clock," as they jokingly described it.

What sets Subtle apart from the sea of lightweight fashion tees on the market is the heavyweight fabric and thoughtful construction. The shirts sit well on the shoulders, drape naturally, and maintain their shape wash after wash. The fabric choice also gives them a more substantial, premium feel, a quality often missing from everyday casual wear in India.

Building a Brand That Lasts

Subtle started small, selling directly through Instagram and a minimal website, using organic word-of-mouth and genuine customer reviews to drive early demand. The founders made a conscious decision to avoid flashy marketing blitzes, focusing instead on product quality and customer satisfaction.

Within months, the brand’s unique value proposition began to gain traction. Customers praised the t-shirts for their durability and fit, key differentiators in a market dominated by low-end fast fashion and ill-fitting imports.

Today, Subtle is pulling in nearly Rs 10 lakh in monthly revenue, a remarkable feat for a brand barely a year old. The founders attribute this to a combination of genuine product value, consistent customer experience, and a growing base of repeat buyers who appreciate premium basics that feel good on the body and stand the test of time.

What Makes the Product Special

Rahul and Nikhil will tell you it’s not just about heavyweight fabric. It’s about understanding the Indian climate, body types, and daily wear needs. The fluted knit structure makes the tees both breathable and sturdy, while the cut prevents uncomfortable cling without looking boxy. That’s why the product resonates with urban men who want comfort without compromising on look or longevity.

“We always said we’re not building another fashion brand," Nikhil explained. “We wanted essentials that men could rely on, pieces they’d reach for every week without worry."

As Subtle prepares to expand its range and scale its distribution, the founders remain grounded in their original vision: better basics built for real life. With a loyal customer base, a distinct product edge, and a grassroots growth approach, their story shows that even the simplest idea, done right, can find strong footing in India’s crowded fashion landscape.

News business They Started A Startup Making T-Shirts, A Year Later, It’s Rs 10 Lakh A Month