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The Telegraph
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Turtle gains ground in region

Men’s apparel and accessories maker, Turtle Ltd, plans to further strengthen its foothold in fashion-conscious Northeast by almost doubling the number of retail outlets to 22 by 2014.

“Currently, we have 13 exclusive outlets of both Turtle and London Bridge brands in the Northeast. Given the fashion consciousness here and going by the preference of consumers, we plan to have at least 22 exclusive brand outlets by the end of 2013-14 fiscal,” Arnab Pandey, business head (retail), Turtle Ltd, told The Telegraph, at the launch of two outlets of the brand in Guwahati recently.

With these outlets — one at Ganeshguri, having a floor area of 1,550 sq feet and the other at Ambari covering 1,000 sq feet, Turtle now has four exclusive brand stores in Guwahati. The company also has presence in Dibrugarh, Tezpur, Nagaon, Jorhat and Silchar.

Turtle also unveiled its 2012 winter collection in Guwahati. “The collection is all about creating a style statement. Acid wash pullovers, windcheaters, cotton and leather jackets and suits are available in these two lifestyle brand stores, and going by the preferences of the generation-next here, who are keen on experimenting with anything new, the items should be accepted. Prices for this collection start at Rs 1,495 and goes up to Rs 3,995,” Pandey said.

The company’s annual turnover is Rs 150 crore, eight to nine per cent of which comes from the Northeast alone.

“We plan to augment our revenue from the Northeast to about 14 per cent by March. Two more outlets are coming up this year, one in Silchar and the other in Agartala. Next year, we plan to foray into Meghalaya and Manipur as well,” Pandey said.

The Calcutta-based retailer, which entered the market with formal shirts in 1993, is now a leading brand in the country, manufacturing formals, casuals, partywear, suits, jackets, and pullovers. Besides, to complement the wide range of apparels, Turtle offers a collection of men’s accessories such as ties, cufflinks, handkerchiefs, socks, belts and wallets, among others. “We have made a few modifications, launched new logos and started afresh in the lifestyle format. We now have a 50:50 share as far as the formal-casual wear ratio is concerned. True to our company’s name (Turtle), we have adhered to a slow and steady policy in terms of expansion over the past 19 years of our presence,” Pandey said.

Turtle has plans to introduce a khadi collection in 2013, apart from diversifying into other product lines.