Live in Comfort.Sleep in Style

Tangerine is India’s youngest and fastest homegrown bedding furnishing brand.Quality-conscious consumer love Tangirine products not only for their coordinate design but also for the brand’s ethical quality and sourcing norms.

Tangirine is aiming to be the preferred and premium lifestyle brand for every Indian bedroom.

With the leadership team having over two decades of rich distribution and channel partnership experience in india, Indian Home Variations & distributions LLP is focused on building Tangirine as a premium Indian brand in the bedding furnishing segment.

The Comapny has an intimate understanding of the changing tastes and habits of Indian consumers,making it one of the best marketing solutins comapny in this segment.Our brand and marketing strengths translet into premium retail sales.

Who We Are

Tangerine is a contemporary designer brand which a whole new twist to today’s home fashion and modern lifestyles. Tangerine has introduced hue coordinated stories which speak a thousand tales of Happiness, Romantic evenings, Whispering winds and Serene Waters. With harmonious color stories in bed linen and color coordinated stories. My tangerine tree adds class and comfort to your home.

Our Values

We follow a 3D growth strategy.

Rajiv Merchant

Promoter & Chief Executive Officer

  • A focussed bed and bath category specialist with an MBA with specialization in marketing Rich experience of over 15 years in the premium homeware; worked at Portico, Ashima and Trigger Jeans.
  • Well networked with e-commerce, modern retail and conventional retail for bed & bath. category players
  • Deep insights into global business and marketing practices in general and homeware. industry in particular


Chief Operating Officer

  • Seasoned finance professional with expertise in supply chain management
  • 22 years+ experience in bedding category at senior level
  • Currently handles the sourcing and supply chain management in Tangerine alongside warehousing
  • Tech savvy professional having developed and implemented custom ERP software for this… category
  • Part of the start up team and with the promoter since the past 15 years

Rajiv Bagayatkar

Chief Marketing Advisor

  • Over two decades of thought leadership experience in consumer and market research led brand creation
  • Rich global exposure with senior stints in DDB Mudra, IMRB, AC Nielson, Reliance Industries
  • Advisor to leading Indian conglomerates like Tatas, Birlas and Ambanis
  • Drives the consumer led insights for product development and distribution reach at Tangerine
  • Guest speaker in leading institutes like IIM (A,B,L), MICA and leading professional institutes