With stores in Mumbai, Chennai and Delhi, the Bombay Shirt Company has been a big hit in India since it launched in 2012. Self-styled as the “first online custom-shirt brand in India”, the start-up is now expanding all over the world. Earlier this year, founder Akshay Narvekar opened his first US store in SoHo, New York. So what makes him think Indian tailoring can crack the world’s toughest fashion market? Simple, he says: quality. The shirts, once ordered, are produced in Mumbai and arrive with the customer within two weeks. “Until recently, everyone got their shirts tailored in India, so, because of that heritage, we still have a lot of skilled artisans,” says Narvekar. Though custom-made, his shirts usually cost less than off-the-rack alternatives (from $59). “Why buy a ready-made shirt when you can buy custom-made for the same price?” he asks. Good question.