BWI: Turtle Revives Khadi – Fabric with an “Ecological Weave”

Press release from Business Wire India
Source: Turtle Limited
Friday, March 08, 2013 01:44 PM IST (08:14 AM GMT)
Editors: General: Consumer interest, Entertainment, Fashion, Lifestyle, People; Business: Advertising, PR & marketing, Business services, Clothing & accessories, Media & entertainment
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Turtle Revives Khadi - Fabric with an "Ecological Weave"
HOG (Harley Owners Group) undertakes RIDE FOR KHADI

Kolkata, West Bengal, India, Friday, March 08, 2013 -- (Business Wire India) -- Khadi is back with a vroom! The fabric that was once symbolic of India's freedom movement is now back as a style statement for the uber cool men. Turtle, one of India's leading men's lifestyle brands, has reinvented the fabric for the youth with an 'Ecological Weave'- their limited edition range of Khadi apparel.

Turtle, along with the Harley Owners' Group recently organized a Khadi Ride to mark the launch of the collection. A group of 25 members of the Harley Owners' Group cruised along the NH2 on their Harley bikes for the Khadi Yatra. The destination of their journey was Itachuna Rajbari where they met and interacted with the Khadi weavers and bought a shirt each from the weavers. The ride culminated back the city for a fashion show at a city hotel where the riders walked the ramp showcasing the Khadi collection in the presence of Mr. Amit Ladsaria, Director, Turtle Ltd and Mr. Shitanshu Jhunjhunwalla, Director, Turtle Ltd.

Speaking to the media at the occasion, Mr. Shitanshu Jhunjhunwalla, Director, Turtle Ltd said, "Turtle has done significant research and development on the Khadi fabric for the last 3 years to make it more stylish, fashionable, comfortable and wearable on a daily basis. While some other brands have tried experimenting with Khadi in the past, no leading menswear apparel brand in India has been able to commercially produce Khadi shirts, trousers & jackets till date."

"Khadi is so versatile a fabric that it keeps one cool in summers and warm in winters and the fact that it is hand-woven and contains all natural fibres gives it an extraordinary feel and unmatched style, and the comfort of wearing a Khadi goes without saying, " said one of the HOG members.

With this innovative initiative, Turtle will not only revive a fabric that has strong patriotic and emotional connect, but will also benefit the weavers and their families by giving them consistent employment and improving their quality of life.

The collection will comprise of casual shirts, trousers and jackets will be available in select Turtle stores across India. The price range of the collection starts at Rs Rs.2195 onwards for shirts and Rs.5995 onwards for jackets.

About Turtle:

India's finest men's lifestyle brand, Turtle Limited has carved a niche for itself providing formidable value and international style across a range of apparel and accessories. Today, Turtle has made its presence felt in 400 cities across India with over 60 exclusive Turtle and London Bridge stores and Turtle merchandise available in over 1600 multi brand outlets and in over 100 large format retail stores. Turtle is also among the few brands from India with a foothold in the overseas market like Italy, Dubai, Bahrain, and Kuwait. Clocking a turnover of more than Rs 120 crore in FY11-12, Turtle is targeting to continue to grow at a CAGR of over 30 % even in FY12-13. New product range like men's eyewear which is expected to be launched in FY 12-13, will make Turtle a holistic men's lifestyle brand. Turtle has also been engaged in the conservation of the Olive Ridley turtles in Orissa.



CONTACT DETAILS
Poulomi, Blue Lotus Communications, +91 9830049149
Nabanita, Blue Lotus Communications, +91 9233658489

KEYWORDS
CONSUMER, ENTERTAINMENT, FASHION, LIFESTYLE, PEOPLE, MARKETING, BUSINESS SERVICES, CLOTHING, MEDIA

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