Recently, TURMS founder and CEO Surendra Singh Raj Purohit appeared on our Startup Pulse podcast with Anshuman Sinha, our mentor, Co-founder and CEO of Startup Talent and the Co-founder of Startup Steroid. 

Hello, everyone! I am Anshuman Sinha, the host of Startup Pulse. 

“Thanks for joining the Startup Pulse podcast. This is our weekly show, and today we have Surendra Singh Rajpurohit. He’s a founder from India and has a very interesting story.

“Thank you so much, Anshuman. This journey has been phenomenal. There’s much buzz around startups. From an Indian point of view, as I’m sitting in India, it’s almost 9:00 at night, so it’s pretty easy. But in this conversation, I’ll share how this journey started and how we have reached here, and it will be my pleasure to share that story with you. Thank you so much,” Surendra Singh stated. 

Watch the Full Episode Here:

Surendra Singh Raj Purohit: The Man Behind Turms’ Turn Around 

For the uninitiated, Surendra Singh Raj Purohit is an industry veteran with years of experience in top managerial and directorial roles. He has worked with various automobile companies in India and the Middle East, including Volvo, Hyundai, and Honda, throughout his professional career. 

The Podcast conversation unfolds with Surendra discussing his corporate journey, drawing insights from his experience at companies like Honda, General Motors, and Volvo Group. 

He emphasizes the importance of humility in professional growth, especially in acknowledging one’s limitations and seeking input from subordinates. Surendra shares how his extensive travels in India and abroad contributed to understanding diverse customer psychologies, which is essential for effective business strategies. 

Since 2022, Surendra has been serving as the CEO and founder of Unwind Minds, a D2C venture, while spearheading the company’s flagship product—Turms-Intelligent Apparel.

“The outpouring of love and messages on my LinkedIn, WhatsApp, and other social media platforms is overwhelming. From numerous IIMs and management institutes to podcasters, the interest in hearing about our journey and inspiring aspiring young entrepreneurs is immense. It’s incredibly gratifying to witness such widespread interest in the “Transformation Journey of Our Business,” Surendra explained. 

How TURMS Became the Talk of the Town 

Turms Intelligent Apparel has emerged as a trailblazer, setting new standards with its groundbreaking anti-stain and anti-odor technology.  He disclosed how he bought the brand Unwind Minds during the COVID-19 pandemic. 

Surendra details the challenges he faced after the acquisition, particularly in reshaping the business model and overcoming customer resistance to pricing changes on this episode of the podcast. 

The significant endorsement from cricket icon Mahendra Singh Dhoni emphasizes the pride derived from a celebrity genuinely appreciating and purchasing the brand’s products. Surendranath expresses gratitude for Dhoni’s blessings and reveals plans for further collaborations with the legendary Indian captain. 

Surendra also addresses a key point raised by Anshuman regarding the difference between buying a company and buying a brand. He explains that a brand buyout limits legal and financial liabilities, providing flexibility for a fresh start.  

Here are some key excerpts from the podcast:

Anshuman Sinha: Upon the acquisition of the brand Unwind Minds, challenges arose when only 2% of the 400,000 customers returned, citing earlier lower prices. How did you address this issue and rebuild customer trust and engagement? 

Surendra Raj Purohit:After taking over, we analyzed the company’s pricing strategy and identified issues with the earlier approach. They focused heavily on the top line, offering discounts and buy-one-get-one deals, resulting in a negative bottom line. 

Anshuman Sinha: Can you elaborate on how you developed the brand’s identity and communicated its unique features, mainly focusing on products like the 30-day no-wash denim? 

Surendra Raj Purohit:Branding played a crucial role in our transformation. We adopted a philosophy of selling benefits rather than features and developed a unique identity for each product. For example, our 30-day no-wash denim highlighted its four technologies: anti-stain, anti-odor, antibacterial, and antifungal. We used similar strategies for products like 7-day no-smell socks and Fearless white shirts. 

Anshuman Sinha:Share your vision for Unwind Minds and any upcoming projects or expansions. 

Surendra Raj Purohit:Our vision for Unwind Minds is to continue offering high-quality, technologically advanced products that provide value to our customers. We are focused on international expansion and plan to scale up our operations. We believe in maintaining sustainable practices and contributing positively to the environment.

Turms Intelligent Apparel is completely disrupting the market. The brand wants to transform the world of lifestyle fashion. It wants to merge style and purpose, offering its customers garments that express their individuality and elevate their style statement. 

What Makes Turms So Special? 

Turms focuses on quality, innovation, and sustainability while collaborating with visionary designers to bring you thoughtfully crafted pieces that align with your values. The brand also pays heavy attention to ethical production and social responsibility. 

Experience the future of clothing with our intelligent apparel. Imagine jeans that stay stain-free and odorless for 30 days without washing or socks that remain fresh for a week. Turm’s innovative technology doesn’t just make your life easier; it also makes you more creative and more stylish. 

Key Features of Turm Outfits 

• ANTI STAIN
• ANTI-ODOR
• EASY TO WASH
• EASY-MAINTENANCE
• SOFTER-FIBER
• SKIN-CARE

In Conclusion 

At Startup Pulse, we discuss startups and various aspects of the entrepreneur’s business journey, funding decisions, marketing strategies, and company plans. Our guest highlights the meticulous preparation to handle potential challenges as the business scales up. 

Don’t forget that you are not alone in this startup journey of yours. Join our online Startup meetups to share your experience with us.