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Tuesday, 28 June 2011 |
 Turtle, one of India’s fastest growing menswear brands is hopeful that 2011-12 will be a promising year for them. Their vision for 2011 is: “To be the most respected apparel brand, achieve targets, better penetration in existing markets,
and make Turtle a lifestyle and more youthful brand,” says Amit Ladsaria, Director, Turtle. The brand is aimed at the young 21 to 30 years old, upwardly mobile men. And to woo this segment it recently launched a new spring/summer collection. It comprises of a variety of utility garments with myriad color combinations. The inspiration for this range is the ever traveling and confident men who tend to do things their own way, imprinting their personal style in all they do. Special passport pockets, coin pockets and other travel-related features have been added to make traveling effortless and less cumbersome for the Turtle men this summer.
 The brand offers an exhaustive product basket for men from formal wear to casual wear and party wear. At the moment they are innovating and adding new styles and design elements to their range. Also, they are expanding the accessories segment with the introduction of shoes in the near future.
Turtle has 15 exclusive stores in major cities like Kolkata, Bangalore, Chandigarh Guwahati and Hyderabad. And they have a good presence in small towns as well where they have 33 exclusive outlets covering cities like Allahabad, Bhubaneswar, Cuttack, Silchar, Tezpur, Gangtok, Indore, Jamshedpur, Hisar, Raipur, Ranchi and Patna among others. “We are increasing our presence and expanding in smaller cities like Jamshedpur, Ranchi, Durgapur, Patna, Raipur etc. The response in these cities to our brand is good and our products are being accepted well. We have penetrated in most of the high-streets in small towns. “Formals are doing well followed by a great demand for casuals and denims,” informs Ladsaria. Perhaps what works for the brand is it does not differentiate in pricing for big or small towns. They operate at value for money price points and always try to add value to their products for customer’s benefit.
In all, they have 48 EBOs, 1,500 MBOs, and 100 LFS in 400 cities. Turtle is also present overseas in Dubai where they have tied up with the Giant chain. “We are expanding our presence in the overseas markets and are testing waters in Europe and South Africa. The EBO’s and the LFS together contribute to around 60 per cent,” he says. The brand closed this year with revenues of Rs 90 crores, and are targeting a turnover of over Rs 250 crores in the next three years. |
