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Apparel market is witnessing perceptible shift – Mr Amit, Turtle Ltd
Aug '09
Turtle Ltd began its illustrious journey in 1995 and began manufacturing with a modest 20 shirts per day for its in house retail outlet. Today it is a force to reckon with; in the Indian branded apparel sector having a production capacity of 2 million units per annum manufactured on the latest technology machines along with having the most advanced inventory management tools.

Currently people have access to Turtle products in over 380 cities across the country and it also has 30 Exclusive Turtle World stores and present in about 1000 other leading outlets including Brand Factory, Central, Globus, Indiabulls Megastore, Pantaloons & Shopper's Stop. Starting with exports to Dubai, Bahrain, Kuwait & Fiji Islands, Turtle has carved a niche in the overseas markets too.

In an exclusive interview with Fibre2fashion, Mr Amit Ladsaria, Director, Turtle Ltd who is considered the guiding force behind the success of the Turtle brand spoke about the current situation in the sector, divulged details on the core competencies of the brand and their export markets.

We began by asking him about the current situation of the textile and apparel sector in India, to which he said, “The Indian textile industry is currently passing through a difficult phase. Apparel exports have been affected by the recession in major markets of the world. Further, countries like Bangladesh and Vietnam are offering attractive prices and have been able to create a further dent to Indian exports”.

He explained by saying, “The domestic market is witnessing a perceptible shift by a large segment of customers shifting from high end brands to middle level and value for money brands. The upbeat mood of the customers seen in the past few years is definitely missing and purchases have been downsized. The current scenario represents the major opportunity for brands like us in the medium price range. We are able to expand our market by addressing the needs of new entrants in the branded wear market and also customers moving down from high end brands”.

Next we asked him to reveal to us the core competencies of his products and how he manages to maintain lead in this fiercely competitive segment, to which he replied by saying, “Our core competencies can be classified as cost conscious procurement and production and a lean, focused sales team is addressing the needs of our target customers and our customers get quality products at affordable prices and thus we contribute in a small way to our customer's personality and confidence”.

Next we asked him to reveal his strategies for achieving targets in the current year to which he said, “We feel that we have been successful in this segment and are constantly striving to improve on the deliverables. At this point of time we are cruising merrily towards our target and donot feel the need to make any course correction regarding our strategy as our well thought out strategy is delivering results even during this difficult period”.

To end this very informative interview we finally asked him about the overseas foray of the Turtle brand to which he said, “We are currently exporting to the U.K and the Middle East and have just started looking at Africa which we feel will be the next booming market”.

Fibre2fashion News Desk - India

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