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Sanya Arora
Sanya Arora
Sanya has a keen eye for industry trends and a passion for uncovering the stories behind the brands. Her goal is to deliver insightful analysis and in-depth reporting on the business of fashion. From emerging fashion brands to established powerhouses, she strives to bring readers the latest news and expert perspectives shaping the fashion world.

How Shitanshu Jhunjhunwala is innovating Turtle’s legacy with omnichannel investments

Embark on a captivating journey through the realms of fashion as we unveil the tales of the next generation in fashion retail. This special series delves into the scions of iconic fashion houses, exploring their transition into the limelight and the weight of their inherited legacies. From the roots of celebrated labels to the strategic innovations that set them apart, we scrutinize the financial narratives, marketing choreography, technological advancements, and sustainable endeavors that define the modus operandi of these modern-day fashion empires. As these brands traverse new territories and adapt to industry shifts, we unravel the resilience and adaptability that shape their success. Let’s unravel fashion’s next generation’s stories, strategies, and successes.

This week, IMAGES Business of Fashion delves into the extraordinary life and achievements of Shitanshu Jhunjhunwala, Director, Turtle.

Brand Overview
Founded by Sanjay Jhunjhunwala in 1993, Turtle emerged from a gap in West Bengal’s menswear market. With an initial investment of Rs 6 lakhs and a turnover of Rs 27 lakhs in the initial year itself, the brand has grown into a household name in Eastern India and established a significant pan-India presence. Turtle, known for its global design and quality at an affordable price, successfully operates both offline and online, showcasing its resilience and adaptability

Fashion Retail’s Generation Next: Shitanshu Jhunjhunwala, Director, TurtleValues and Principles
Turtle’s identity centers on providing globally designed garments at an accessible price point. The brand, committed to staying ahead of trends, places a strong emphasis on environmental initiatives. This commitment is further demonstrated through its association with the Turtle Survival Alliance, showcasing a dedication to societal contributions.

Generational Transition
The transition of leadership saw Shitanshu Jhunjhunwala, educated in Supply Chain Management, joining Turtle. As a second-generation leader, he brought a modern, global vision to the brand. Spearheading Retail, Marketing, and Visual Communication, Shitanshu played a pivotal role in shaping the brand’s contemporary outlook.

Educational Background and Expertise
Shitanshu Jhunjhunwala’s educational background in Retail and Supply Chain Management proved instrumental in introducing organized business methods. As the director, he implemented initiatives involving SOPs and MIAs, significantly enhancing back-end processes at both warehouse and store levels, thereby boosting overall productivity

Financial Performance
Post-generational transition, Turtle exhibited aggressive growth, expanding its footprint to 160+ outlets nationwide. The brand achieved manifold revenue growth, overcoming challenges in FY13-14. The strategic move towards a more premium segment targeted at the upwardly mobile young demographic further fueled Turtle’s robust growth, a resilience evident in its quick recovery from the pandemic.

Strategies for Success
Key strategies for success included an aggressive expansion plan beyond Eastern India, focusing on metro cities, and integrating modern technology.

Marketing and Branding
Turtle strategically expanded its digital footprint and embraced aggressive offline marketing. Collaborations, exemplified by the ‘Turtle in Every City’ campaign, have become integral to the brand’s identity.

Technological Implementation
Introducing advanced technologies such as AI for footfall tracking, Omnichannel strategies through the Fynd App, and a Digital order booking system showcased Turtle’s commitment to innovation. The ongoing development of a customer-centric app further underlines the brand’s dedication to enhancing operational efficiency and customer experience.

Sustainability Initiatives
Prioritizing sustainability, Turtle has adopted practices to eliminate waste through mindful production. The introduction of a special line of handmade fabrics and a complete handloom venture with zero carbon footprint exemplifies the brand’s commitment to environmental responsibility

Financial Metrics and Store Presence
With an impressive network of 160+ Exclusive Brand Outlets and 3000+ touchpoints across Large Format and Multi-Brand Stores, Turtle’s countrywide presence is robust and strategically positioned.

“Keeping in mind the varied preferences of the Indian subcontinent, we bring on the capsule collections specific to a market/region,” says Shitanshu Jhunjhunwala.

E-Commerce and Omnichannel Strategies
The brand’s strategic integration of CRM initiatives and regular collection emails navigates offline consumers to the virtual store, emphasizing the availability of online products and services. Turtle’s emphasis on omnichannel strategies reflects its commitment to meeting consumer needs across multiple platforms. “Omnichannel is something we are heavily investing in,” says Jhunjhunwala.

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