Turtle interlinking offline and online channels

Kolkata-based men’s wear brand Turtle already has its own e-store and also retails on other online platforms such as Flipkart, Jabong, Myntra and Amazon. The company now aims to focus on better working between its offline and online channels.

In an effort to serve the customers better, Turtle which earlier had centers in Pune and Bangalore has now consolidated its distribution under a single entity in Kolkata. Shitanshu Jhunjhunwala, Director, Turtle says the move has helped them in gaining control, mobility and flexibility of distribution. For now, the company ships its products through air route in one or two days but delivery in one to two days is possible only to those destinations that are connected with air-route. So it would think of ways for instant delivery in future.

However, Jhunkhunwala feels steep online discounting is not doing any good and can negatively impact long-term profitability of the companies. Turtle signs agreements with their online retail partners about discounting strategies. Jhunjhunwala says that whatever deals and discounts are offered by the e-tailers other than offers run at Turtle stores during EOSS, are done from their own end. However, he hopes that discounting phenomenon will gradually decrease and people would start buying full-price merchandise.

Turtle also bets big on emerging Tier II and II markets. However, more sales are happening during discounting season and Jhunjhunwala believes that sale strategy must be followed only for short term.