Widely recognized as a highly successful industrialist and sports entrepreneur, CA Pawan Patodia is also an active angel investor in the startup ecosystem. A triumphant year into Kolkata Thunderbolts, Chairman & Principal Owner of the Kolkata Thunderbolts, CA Pawan Patodia decided to diversify his portfolio by investing into ‘Turms Intelligent Apparel’. He had been a customer of the brand himself in the pre-covid era, and always valued the products for their superior quality and unique features. Once he forayed into the sporting world with Prime Volleyball League, his next target was adding to his portfolio another brand which can lead to synergy value creation. The investment rationale behind TURMS was the same as Thunderbolts, which is serving the youth of the country and providing them with opportunities, which is why the price point of TURMS products are affordable for the masses.
The company management is in strong hands of its Founder & CEO, Mr. Surendra Singh Rajpurohit, who comes with a 25-year strong experience in Operations & Strategy, having worked internationally for a major automobiles company. Furthermore, Turms is the ideal performance clothing brand that has fashion design influence as well as technological features. Hence, the visionary Mr Patodia recognized the fact that this was the quintessential opportunity to combine fitness and style interests in his portfolio. “TURMS solves one of the biggest problems faced by humanity today, water conservation, and is made with the most super quality fabrics at affordable prices for our fellow citizens. We are also looking towards exploring our export opportunities to take this Made in India product global,” remarked Mr. Patodia when asked to comment on the company’s performance.
Turms is a performance wear brand that manufactures stain-repellent and odour-free garments, amongst others. The brand uses a patented DWR (durable water repellent) coating mixed with superior Red Aloe Vera on their garments, which makes liquid slip right off. They also use silver particles, which make the cloth resistant to odour. The brand offers jeans, t-shirts (polos & round neck), joggers, gym leggings & socks. The company supports sustainable innovation through conservation of water in its anti-stain, anti-bacteria/fungal clothing. The price range starts at INR 999/-
The company is a true turnaround story, and has recently been featured on the popular Television reality Series, ‘Shark Tank’ within 1.5 years of Mr Patodia’s investment, and onboarded a shark, Mr. Azhar Iqubal (Founder of popular media app InShorts), as an investor at a Rs. 30 crore valuation. The spotlight of Turms’ pitch was on its one-of-its-kind USP, which includes 30-day no-wash jeans, fearless white cotton shirts, AC cool tech T-shirts, and seven-day no-smell socks, among others. Adding star power to the pitch, the brand counts Indian cricketer Ms Dhoni among its consumers.
