Founders & their story

• Surender Singh Rajpurohit

Turms presents an innovative line of Intelligent Cotton T-shirts boasting anti-stain, antifungal, antibacterial, and anti odour properties, all thanks to hydrophobic technology. Their 30-day no-wash jeans and AC-cool T-shirts, keeping wearers 4 degrees cooler, showcase a commitment to cutting-edge solutions. The brand also offers 7-day no-smell socks, ensuring sustainability and intelligence in every product. Acquired by the founder in 2022 after being a customer since 2018, Turms has sold over 4 lakhs of their remarkable products. The acquisition deal involved a cash payment of 1.5 crores and 12.5% equity in the new company. With 90% of sales through their website and 10% on online marketplaces, Turms positions itself as a global brand that emphasizes selling benefits rather than features. The jeans, priced at 3000, redefine the market standard of 1500-2000. The founder personally engages with customers to comprehend pain points and preferences, maintaining a 10% sales return rate. Turms products exhibit 100% coating efficiency for up to 20 washes, gradually reducing thereafter but still lasting up to a year. Red Aloevera, utilized for anti-odour, underscores the brand’s commitment to sustainability. Their intellectual property lies in blending, processing, and washing. Notably, Turms has earned the loyalty of MS Dhoni, a repeat customer. The brand has strengthened backend operations, optimizing logistics and packaging for efficient delivery. Operating with a lean team, the founder’s dedication to operational excellence is ingrained in the brand’s DNA.

About the company:

Turms Intelligent Apparels envisions leading the convergence of fashion and technology in the apparel industry, creating garments that seamlessly integrate green nanotech, red aloe vera, and cutting-edge innovation to enhance everyday life while prioritizing sustainability. Their mission is to spearhead the intelligent apparel industry, utilizing innovative approaches like green nanotech and harnessing the unique properties of red aloe vera. They actively explore pioneering technologies, including energy recovery in clothing, to provide functional, environmentally responsible garments. Their commitment to exceptional customer service ensures satisfaction on the journey toward a greener, more stylish future.

Welcome to a fashion revolution! Turms Intelligent Apparels is dedicated to transforming the world of lifestyle fashion by seamlessly merging style and purpose. Their passion is to offer garments that express individuality and elevate lifestyles through a relentless focus on quality, innovation, and sustainability. Collaborating with visionary designers, their diverse range caters to unique preferences, setting a new standard for a stylish, purpose-driven lifestyle. Ethical production and social responsibility are foundational values, aligning with brands that share a commitment to craftsmanship and sustainable practices. Turms Intelligent Apparels is redefining stylish, purpose-driven living through transformative fashion, bringing you intelligent apparel that stays stain-free and odourless for extended periods, making life smarter and more stylish.

Revenue: 

In the fiscal year 2022-2023, the company reported a revenue of 57 lakhs, experiencing a loss of 1.2 crores. Despite challenges, the sales in October 2023 surged to 86 lakhs, generating a profit of 9.72 lakhs. The significant marketing spend of 40 lakhs contributed to this growth. Looking ahead, the company projects substantial growth in fiscal year 2023-2024, with sales anticipated to range between 10-12 crores and a projected profit of 70-80 lakhs, indicating a promising turnaround and a positive trajectory for the business.

Founders’ Ask 

1.2 crore for 2% equity at the valuation of Rs. 60 crores.

Offers:

Aman: 1.2 crore for 4% equity at the valuation of Rs. 30 crores and 5% royalty until 1.2 crore is recouped.

Anupam: 1.2 crore for 4% equity at the valuation of Rs. 30 crores and 2% royalty until 1.8 crore is recouped.

Azhar: 1.2 crore for 4% equity at the valuation of Rs. 30 crores.

Final Deal

Azhar: 1.2 crore for 4% equity at the valuation of Rs. 30 crores.