India’s first intelligent apparel brand raises funds from angel investors

Priyanka Pani Mumbai | Updated on October 30, 2018

Turms logo. CREDITS- Twitter account @turmswear

Online apparel brand Turms, which claims be the first intelligent apparel brand, has raised Rs 6.3 crore in a round led of Feshworks’ founder Girish Matrubhootam, former Reliance Retail Lifestyle President Bijou Kurien, Pepperfry founder Ambareesh Murty, OneAssist founder Subrat Pani and former Flipkart executive Mekin Maheshwari.

Other angel investors from LetsVenture and AngelList India also participated in the round which includes Sumit Jain, co-founder of Commonfloor and Amit Lakhotia, formerly with Paytm.

Turms plans to use these funds to expand its product categories and range, hire tech talent, launch experience centers in top cities, and further invest in research and development, it said in a statement.

“ Our mission is to offer intelligent apparel at an affordable price. We believe that the world is moving towards functional and low maintenance apparel that can simplify our daily lives. Turms is committed to pioneering that revolution and habit formation in Indian consumers,” said Rameswar Misra, CEO and co-founder Turms.

Founded in December 2016, Turms offers intelligent apparel with special properties like stain repellent, odor resistant, cooling and wicking by applying its proprietary nanotechnology during the production process. Turms apparel does not need to be washed as frequently as normal clothing and requires less water and detergent.

Turms merchandise range includes jeans, t-shirts, shirts and track pants for men and t-shirts and leggings for women. These clothes are high on comfort and low on maintenance.

" Young brands like Turms are disrupting the apparel industry and creating a niche market for themselves with their unique offering of intelligent apparel. The company has shown exponential growth in the last one year while maintaining quality and consistency.,” said Girish Mathrubootham, founder and CEO, Freshworks.

Turms claims to have witnessed a significant traction in the last one year from new and repeat consumers and is on the path to break even in the next 6-9 months.

The company is led by a team of experienced e-commerce, apparel and nanotechnology executives including Vineesh Chadha, former COO, Color Plus and Brand Head Louis Philippe and Allen Solly, Alok Sharma, ex-McAFee and Quikr,Subhraneel Saikia, Sandeep Kataria and Anil Dhondalay.

Published on October 30, 2018

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