Menswear brand Turtle set to enter smaller towns

Kolkata-based menswear brand Turtle is all set to expand across Tier II, III and IV cities. It is planning to open 40 outlets in the next 18 months mostly in Tier II towns. Many of these outlets will come up in places like Bhagalpur, Muzzafarpur, Dhanbad and Patna. So far, it has a pan India presence with outlets in different parts of the country. It even has a presence online, with tie-ups with e-tailers like Flipkart, Jabong and Myntra as well as sales on its own website.

The brand is banking on price parity and increased visibility to carry out its expansion plans. Shitanshu Jhunjhunwala, Director, Turtle explains that low pricing has been a conscious decision. Even the stocks available at both the retail outlets and online are same, a big difference from other brands which have different products as well as different prices. Last fiscal the company had a turnover of Rs 165 crores.

Turtle is also looking into omni channel presence which means that it will have tablet PCs or an interface in stores that customers can use to place orders online. It will first be introduced in Kolkata. Jhunjhunwala is also looking into digitising their catalogues and the omni-channel strategy. He says that this will ‘help us to sell offerings that are normally not stocked at stores because of space issues’.

Also on the radar are export plans to Bangladesh, Sri Lanka and Africa. Presently, it exports to Bahrain, Kuwait, Qatar, Saudi Arabia and the UAE.