Ting!” Another order has just come in for a T-shirt at Prdgy.in all the way from Jamjuri, a hamlet in Tripura. It’s 2,200 km from Raipur, Chhattisgarh, where Co-Founder Mrityunjay Jha will prepare and ship the order from. “There are no roads to that village and the courier agent will have to trek there,” says Jha. He knows this because they’ve received orders from there before. For the indie made-to-order apparel brand, this is not an inconvenience—it’s a matter of pride that they get orders from the farthest reaches of the country. 

“That’s the magic of the Internet and social media,” says Jha, “We’re an indie brand with no physical presence; we just have a web store and all our marketing is digital, largely through social media. It’s amazing that we have reached customers in not only metro cities, but also remote regions like the Northeast and Himalayan villages like Reckong Peo [Himachal Pradesh].”