Turtle adds accessories and footwear to boost range

Men’s lifestyle brand Turtle recently unveiled its Spring/Summer collection taking their ‘Dressed to Save’ campaign to the next level. While the campaign still focuses on saving the environment, it shows smart, young men actually doing something, instead of just talking about it.

“Be it getting their hands and clothes dirty while planting trees, putting garbage in trash bins or having their shirts torn while joining a protest march, Turtle urges men to take a more action-oriented approach. This also mirrors the sentiment of youth today, who’re more inclined towards social activism, standing up for what they believe in and doing what is right,” explains Shitanshu Jhunjhunwalla, Director, Turtle.

The brand recently launched a limited edition khadi shirts collection and has expanded its offering to add a line of accessories and footwear. It’s witnessing a 30 percent year-on-year growth.

Expands offerings to become a lifestyle brand

Turtle has a wide range of apparel and accessories like shirts, trousers, T-shirts, denims, suits, blazers, jackets, windcheaters, pullovers and more. “We are constantly improvising our offerings with innovative style and design elements and complementing colour palettes that are at par with global fashion trends,” explains Jhunjhunwalla.

Recently it launched a limited edition range of khadi shirts and jackets for men. Elaborating on the range, Jhunjhunwalla says, “Turtle is the first men’s wear apparel brand in India to commercially produce and sell khadi apparel for semi-formal and casual wear. After three years of research and development on the fabric, Turtle has successfully made khadi shirts which are fashionable, smart and vibrant.”

With the launch of Turtle’s foot-wear, head-gear (hats, caps) and eye-wear collection (especially in exclusive wooden frames), the brand has become a complete ‘head-to-toe’ men’s wear lifestyle brand.

Strong retail presence

Turtle is present in 400 cities with over 80 exclusive outlets, and a presence in over 175 large format stores and 1,200 MBOs. Its products are also available on e-store Turtleonline.in, and leading online shopping sites such as Jabong, Flipkart and Snapdeal. Turtle is also among the few brands from India with a foothold in the overseas market such as Dubai, Bahrain, Muscat, Jeddah, Saudi Arabia, and Kuwait.

“With revenues above Rs 125 crores, Turtle has been growing at a CAGR of over 30 percent. Around 65-70 percent revenues come from EBOs and LFS, and rest comes from MBOs, with the newly started online business currently contributing around 2 percent to the topline,” exclaims Jhunjhunwalla.

The company is now focusing on the South and West markets and increasing its presence in Tier II, III cities, in addition to strengthening its foothold in the East.

Realising the absence of an affordable men’s wear brand in cities, Turtle was launched in 1993 in Kolkata, with primary focus on readymade shirts. What started as a small unit with a production capacity of just 20 shirts per day is today one of India’s leading men’s wear brands, offering complete range of apparels and accessories.