?Tier-II & III cities on Turtle’s target

“The aim is to increase our reach as much as possible. For that reason, we are utilising our resources in expansion all across the country, mainly in tier-II and III cities. Certain elite markets require a continuous cost wherein you have to be present all across that city, because it makes no sense to open just one store. You have to open multiple stores to be visible. For us it makes more sense to invest in being established across the country rather than being present in just a few cities,” says Shitanshu Jhunhjhunwalla, Director, Turtle Limited, on its expansion plans.

The brand has a major thrust on franchising. “Considering our focus on deep penetration across the country, we follow a franchise model. We select our franchisees based on their knowledge, enthusiasm and how well they understand local tastes and preferences. Over the years, we have built a fantastic rapport with them and ensure that our communication is always free flowing to help us cater to our customers in the best way possible across all corners of the country. They are undoubtedly an integral part of us, and a major reason why we have reached the position which we currently enjoy,” he adds.

It also has an international presence with stores in a few cities in the Middle East namely Dubai, Bahrain, Muscat, Jeddah, Saudi Arabia and Kuwait.