turmswear.com
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Turms: The Anti-Stain, Anti-Odor Unicorn
How a 12-person team built a $1.6M apparel brand featured on Shark Tank India
Most apparel brands compete on style; Turms Intelligent Apparel competes on science. This isn't just another DTC clothing startup—it's a lab-coat-wearing disruptor in the crowded Indian fashion market, backed by MS Dhoni and armed with a tech stack that makes your gym clothes smarter than your first smartphone.
"They're not selling shirts—they're selling technology you wear. That's a fundamentally different value proposition."
The Shark Tank Validation
Getting featured on Shark Tank India Season 3 wasn't luck—it was proof of concept. While most startups pitch dreams, Turms walked in with $1.6M in revenue and 12 employees. That's a revenue-per-employee ratio of $133K, putting them in elite territory compared to traditional apparel companies that typically struggle to hit $50K per employee. MS Dhoni's endorsement isn't just celebrity fluff; it's strategic validation from a man who's built empires on performance over hype.
The Tech Stack Tells a Story
Turms isn't just using Shopify and calling it a day. Their tech stack—Swiper, Owl Carousel, Flickity, Tailwind CSS, Bootstrap, Ant Design, DaisyUI, Vite, PWA, Twitter Cards—reveals a team that cares about user experience. They're using Progressive Web Apps for app-like performance without the app store friction. The carousel libraries suggest they're visual-first, which makes sense when you're selling advanced features like anti-stain, anti-odor, and water resistance. You need to show, not just tell.
The real innovation here isn't the fabric technology—it's the positioning. In a market saturated with 'premium' brands, Turms carved out a niche as 'intelligent apparel.' They're not competing with Zara on fast fashion or with Uniqlo on basics. They're competing with the idea that clothing can be passive. Their H1 tags—'FRESH, CLEAN, AND READY FOR ANYTHING,' 'SMART KNITTED SHIRTS,' 'FLEX WITHOUT FEAR'—read like product specifications, not marketing fluff. This is engineering speak in a fashion context, and it works.
- Revenue-per-employee ratio of $133K (elite tier for apparel)
- Featured on Shark Tank India S3 + MS Dhoni endorsement
- PWA tech stack for seamless mobile experience
- Niche positioning: 'Intelligent Apparel' vs generic 'premium'
- Anti-stain/anti-odor tech as primary differentiator
The Blueprint for Hardware-Enabled Fashion
Turms proves you don't need scale to win—you need a sharp technical edge and the courage to be specific. In a world of 'premium basics,' they're the anti-stain, anti-odor, water-resistant alternative that actually performs. For founders: this is how you build a $1.6M revenue machine with 12 people. For investors: this is what product-market fit looks like before the Series A. For product people: this is your reminder that features still sell when they solve real problems.
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Turms Intelligent Apparel: Award-Winning Men’s & Women’s Clothing
Explore Turms Intelligent Apparel, India’s leading brand for premium men’s and women’s clothing. Shop T-shirts, shirts, jeans, hoodies, and sweatshirts with advanced features like anti-stain, anti-odor, and water resistance. Trusted by MS Dhoni and featured on Shark Tank India Season 3. Discover the best in style.
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Reviews (2)
Very Good Product Quality
I made a recent purchase of Denim Jeans on their website. Product quality is good and maintained from previous experiences. It seems, they had shut down in 2020 and again restarted some months back in 2022,under new owners. So any one having issues can reach out to them for earlier issues
very bad quality clothing
There clothes are completely crap. I purchased three Pairs of jeans, two shirts, five plain round neck t-shirts, over the last year. the t-shirts loose colour and shape as much as in one wash. the jeans waist are different measurements for same size & style. The quality of shirts too bad and rough. And as for the anti water repellant it doesn't even work after a few washes. There store login doesn't work and there is no icon on website where I can log into my account see the order numbers. Nearly Rs.10000 gone to waste. Please don't buy. oh and the clothes don't even look the same as in pics. by the time the clothes get destroyed the return period is gone and they only give store credit and don't refund your money. I can see why now.
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About turmswear.com
Explore Turms Intelligent Apparel, India’s leading brand for premium men’s and women’s clothing. Shop T-shirts, shirts, jeans, hoodies, and sweatshirts with advanced features like anti-stain, anti-odor, and water resistance. Trusted by MS Dhoni and featured on Shark Tank India Season 3. Discover the best in style.
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turmswear.com uses 27 technologies across their website including Font Awesome, Google Fonts, hCaptcha, HSTS, jsDelivr, and more.
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Font Awesome, Google Fonts
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turmswear.com receives approximately 0 monthly visitors. The website has a bounce rate of 0% with visitors viewing an average of 0.0 pages per visit. Users spend an average of 0:00 on the site.
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