An illuminating conversation with Tushar, the visionary founder of Agami Stores, reveals a story of rediscovery, responsibility, and the remarkable journey of weaving Sanatana Dharma into the very fabric of modern life. In an age where the youth of Bharat are increasingly seeking to connect with their profound cultural heritage, Agami emerges not just as a merchandise brand, but as a beacon, guiding them back to their roots with style, substance, and a deep sense of reverence.

Tushar's venture, Agami, which beautifully translates to "that which is going to come next", is his answer to a pivotal question: What is the next chapter for the timeless dharmic principles that have been the bedrock of this land for millennia? It's a brand born from a personal quest, a design intervention aimed at bridging the perceived gap between tradition and the contemporary generation.

The Spark of Revelation: A Personal Journey to Dharma

The story of Agami is inextricably linked to Tushar's own journey. Growing up in a family from northern India that had migrated during the partition and being raised in the bustling metropolis of Mumbai, his initial exposure to the philosophical depths of his culture was, in his own words, limited. Although his family was god-loving and dharmic, the exposure to Sanatana Dharma as a philosophy remained unheard of until 2019.

The turning point came unexpectedly, through a podcast on the Mahabharata he stumbled upon while seeking new content to explore. “My curiosity was piqued," Tushar reminisces. "I thought, instead of reading just any book, why not explore this great epic that has been around for thousands of years? I knew very little about it and wanted to truly understand what all the fuss was about.”

This exploration was a profound revelation. He discovered a universe of philosophy with practical applications for modern-day challenges like mental health and anxiety. This led him to a critical insight. The disconnect his generation felt wasn't due to a lack of value in the teachings, but a gap in communication. He realised, "Maybe we need to find new ways of telling these stories, conveying these concepts, attracting the new generation." Instead of simply complaining about the youth's detachment, Tushar decided to build a solution. And thus, Agami was born.

The Agami Philosophy: Weaving Dharma into Daily Life

Agami’s core mission is to present this profound dharmic content in a new format, one that resonates with the global design language and visual taste of today's generation. The goal was to liberate these powerful ideas from the confines of occasional festivities. "We don't want these ideas to be limited to just a couple of festivals a year," Tushar explains. "The goal is for people to be exposed to this wisdom daily, making it a part of their everyday lives."

The brand masterfully creates products like clothing and stationery that allow individuals, especially in urban settings, to express their spiritual identity with ease and elegance. "It's a T-shirt, but with a spiritual element," he says. "This lets you wear it in any casual setting, perhaps with friends, and represent your spiritual heritage without ever feeling out of place or uncomfortable."

The Art of Creation: Where Content Meets Creativity

The creative process at Agami is as meticulous as it is inspired. It is a content-driven endeavor, beginning with deep research, inspiration from ancient texts, and consultations with experts to ensure authenticity. The design team then delves into the mood and essence of the content to create visuals that do justice to its depth.

This process is beautifully illustrated in their collections. For an auspicious month like Shravan, the focus turns to Shiva-related themes, exploring the profound symbolism of the Trishul, the Nandi, and the Tripundra Tilak. Tushar notes that well-recognized symbols like the Trishul are easier to work with as they already evoke a certain emotion and recognition among people.

However, the team also embraces the challenge of visually interpreting deeper, more nuanced Sanskrit quotes, which requires more thoughtful design to convey the underlying philosophy. One of their most celebrated creations is the phrase "Established Infinity." This simple yet brilliant concept, which pairs the familiar "Est." with the infinity symbol, perfectly encapsulates the timeless, beginning-less, and endless nature of Sanatana Dharma. "It achieved that bridge that we wanted to create," Tushar proudly states.

Embracing Oneness: Across Languages and Lands

Agami’s embrace of inclusivity is a cornerstone of its identity. While initially expecting a stronger response from North Bharat due to the use of the Devanagari script, the brand was pleasantly surprised by the warm reception from southern cities like Hyderabad and Bangalore. This underscored the universal appeal of the underlying symbols and philosophies, which transcend linguistic and regional boundaries.

To further bridge these divides, during the historic Ram Mandir inauguration, Agami launched a special t-shirt with "Jai Shri Ram" written in over 13 different Bharatiya scripts, including Devanagari, Gujarati, Tamil, Malayalam, and even Urdu. This was a powerful statement of unity, recognising that while the scripts may differ, the reverence and the emotion are one.

The brand's appeal is not confined to the borders of Bharat. Tushar, having lived abroad, understood that for the Bharatiya diaspora, the connection to their roots often grows stronger when they are away from home. Agami’s modern, tasteful designs offered them a way to express their identity comfortably in a foreign land. The brand has shipped to numerous countries, and the interest is not limited to the diaspora. Following the Mahakumbh, a significant number of inquiries and orders came from Italian citizens who had visited and were captivated by the spiritual vibrancy of the event. This is a testament to Agami’s mission to popularize Sanatana Dharma "beyond all kinds of boundaries, be it age, be it location, be it gender, be it the language."

The Harmony of Artha and Dharma

A question often arises about the commercial aspect of a brand rooted in sanctity. Tushar addresses this with profound clarity, invoking the Purusharthas—the four aims of human life—of which 'Artha' (economic strength) is a vital component. He argues that to propagate and promote a culture on a global scale, economic strength is not just helpful, it is essential.

He challenges the stereotype that anything associated with dharma must be free. Crucially, the revenue generated is not merely for profit. It fuels a cycle of giving back to the dharmic ecosystem. From day one, the plan has been to use surplus revenue for initiatives like temple restoration projects and organizing public festivals. A powerful example of this commitment was their CSR activity during "Operation Sindhoor." The brand launched a special t-shirt and donated 100% of the profits to the National Defence Fund (NDF), allowing their community to contribute to a national cause.

The Agami Assurance: Quality, Integrity, and Experience

Responsibility is a word that echoes throughout the conversation. For Agami, this manifests in two key areas: the accuracy of the content they represent and the uncompromising quality of their products. "We have to take that responsibility of always representing it in the best way possible," Tushar asserts.

This commitment to quality is evident in their choice of materials, sourcing 99% of their clothing from the reputed textile hub of Tiruppur. This has resulted in almost "0 to 1% quality-based issues ever happening in the last 4 years."

Furthermore, Agami focuses on creating a complete brand experience. A purchase is not just a transaction; it's an event. The products arrive in customized packaging, complete with a special box, cards, and stickers. This meticulous attention to detail ensures that a customer will "always treat it specially." Their signature "Dharmo Rakshati Rakshitah" t-shirt has become an iconic design, a testament to the love and appreciation the brand has garnered.

Accolades on a Dharmic Path

The journey of Agami, rooted in passion and purpose, has not gone unnoticed. The brand's commitment to quality design and cultural storytelling has recently been adorned with significant accolades, serving as a testament to its impactful presence. A milestone achievement came when Agami's meticulously crafted Mahakumbh Prayagraj Collection was honored with the prestigious India’s Best Design Award, recognizing its excellence in creating a meaningful and aesthetically superior design language for one of the world's largest spiritual gatherings.

This recognition extends into the entrepreneurial sphere, where Agami was shortlisted as one of the top 10 startups at the Launchpad event by the World Hindu Economic Forum in 2024. This highlights the brand's potential and solidifies its position as a promising venture in the cultural space. Further cementing its role in celebrating Bharat's heritage on a grand scale, Agami was chosen as the Official Merchandise Partner by RedFM for their Mahakumbh 2025 Campaign.

The brand's unique approach of blending learning with merchandise has also been featured by platforms like NICEorg.in, which have highlighted Agami's innovative contributions. Adding another feather to its cap, Agami collaborated as a merchandise partner for the prestigious G20 - Y20 event, showcasing the universal appeal of its dharmic-inspired designs on an international stage. Each collaboration and award is not just a laurel for the brand, but a celebration of the timeless culture it so beautifully represents.

A journey of Gratitude

A journey of this magnitude is seldom walked alone, and Tushar expresses heartfelt gratitude for the pillars of support who have illuminated his path. He credits his family and friends for believing in the vision from the very beginning, a time when the idea was still finding its place. A special acknowledgement goes to his partner at Agami, Mrs. Shruti Furia, who, as the production head, works tirelessly with the full team to seamlessly execute their shared concepts and ideas.

He fondly remembers Mr. MP Hariharan of Rezonant Design for first introducing him to the profound space of designing for the spiritual field. The journey has also been enriched by important mentors and partners from the dharmic ecosystem, including the invaluable support of Mr. Punit Modhgil ji of Mangal Bhawan, S Jagannathan ji and N Saravanakumar ji of Verandah Club, and Raghava Krishna ji of Brhat. The encouragement from respected icons like Ami Ganatra ma’am, Vikram Sampath ji, Ashok Shrivastav ji, and Anand Narsimhan ji has also been a source of great strength.

Most importantly, Tushar extends his deepest thanks to the global community of Sanatanis. They are, in his words, "the true strength and driving force behind Agami and its mission!"

The Future in ‘AGAMI’

Looking ahead, the vision for Agami is as boundless as the philosophy it represents. The brand is set to launch a line of Indian menswear and plans to create more limited-edition collectibles to commemorate historic moments, turning them into cherished heirlooms. The sky is the limit as they explore deeper collaborations with dharmic organizations, events, and spiritual tourism to connect more people with Sanatana Dharma.

For aspiring entrepreneurs looking to build a brand around culture, Tushar's advice is simple yet profound: "Stay true to why you started something." In a world of fleeting trends, he emphasizes the importance of having confidence in the ideology and building upon a solid foundation.

Agami is more than just a business; it is a movement. It is a testament to the fact that one can be deeply rooted in ancient wisdom while embracing the dynamism of the modern world. Through every thread, every design, and every interaction, Tushar and his team are not just selling products; they are telling a story—the timeless, ever-evolving story of Sanatana Dharma. And in doing so, they are helping a generation of Bharatiyas to not just remember their heritage, but to live it, wear it, and proudly carry it into the future.

As Agami continues on its inspiring path, The Verandah Club extends its heartfelt best wishes for the journey ahead.

Vigneshwaran, Senior Correspondent of TheVerandahClub.com is both a skilled digital content writer, story teller and marketer by profession, as well as an avid independent writer driven by his passion. His literary talents extend to crafting beautiful poems and captivating short stories including the Sehwag Tales series. In addition to these creative pursuits, he has also authored a book titled "Halahala," which can be found on Wattpad.