In the financial hub of eastern India, Kolkata, a humble production capacity of 20 shirts a day was started in 1993. Today this company with two flagship brands -- Turtle and London Bridge - totes up revenues to the tune of over $30 million. Founder Sanjay Jhunjhunwalla talks to Fibre2Fashion.
What has been the impact of Covid on Turtle?
Although 50 per cent of our business was affected, we did not layoff any staff during the first wave of the pandemic. Covid-19 has changed our perspective. Differential thinking is the way forward. Adapting to the new norms of comfort clothing, we have added a product line of transitional wear in our product basket, a line of casualwear - Essentials, and the second line of casualwear -- Active will be launched in the future.
Essentials is all about daily comfort clothing and value packaging. Basics like polos, crews, joggers, shorts are available in 100 per cent cotton in value packs of 2 or 3. Activewear will be about technical garments. They will be crease resistant, sweat absorbing, breathable and comfortable and the product line will comprise sweatpants, henleys and running shorts which can be worn at home or while travelling for work and leisure.
What is the USP of a Turtle product?
Right from textile designing to the final tag packaging, we conceptualise the creatives in house. The uniqueness of colour plays and patterns combined with competitive pricing catapults our products ahead of others. Every season we share a story with our consumers via our products.
How do you incorporate sustainability in your product lines?
Since long, Turtle has been actively manufacturing and promoting hand-made fabric. The brand has clusters of villages that make fabric from the yarn level. No power looms are involved.
Tell us the story behind the forming of the brand?
Turtle's journey began in Kolkata in the year 1993 with a humble production capacity of 20 shirts a day. Today, the brand is a powerhouse of manufacturing and retail, offering a range of apparels and accessories passionately created by the talented in-house design team. Our subtle design sensibilities and unique sense of global trends has elevated the company's two flagship brands -- Turtle and London Bridge in the fashion landscape of eastern India with revenues of over $30 million.
Which are the categories the brand is into? What is the retail presence like - both brick and mortar and online?
The Turtle basket of brands is entirely into menswear and accessories. We have around 110+ exclusive brand outlets (EBOs) in which 15-20 per cent are company-owned and 80-85 per cent franchised. We are also present in around 300+ large format stores and 1000+ multi-brand outlets (MBOs). We have our own website, along with presence on Myntra, Amazon and Ajio.
Which are your major markets?
The states of West Bengal, Assam, Bihar, Jharkhand, Odisha and Uttar Pradesh are the major markets.
Who are your target audience?
Our target audience are millennials (25-35-year-old males), upper and middle class people in tier I, tier II, and tier III cities.
Which category sells the most and what are the price point?
Formals (Tailors Mark) and casual shirts (Turtle Sports Club) sell the most. The price range of Tailors Mark shirts is between ?1299 - 2299 and Turtle Sports Club shirts is between ?1499 - 2499.
What qualities do you look for in vendors?
We look for infrastructure, team size and team quality. (PC)
This article was first published in the February 2021 edition of the print magazine.
Published on: 03/05/2021
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