Turms is a brand that quietly set out to redefine everyday clothing by asking a simple but powerful question: why should apparel only look good when it can also solve real problems. The company was originally established inDecember 2016 by Rameswar Misra, a seasoned ecommerce professional, along with nano-technologist Rohit Gupta. Their vision was to build intelligent apparel using advanced fabric engineering and nanotechnology, creating garments that could resist stains, repel odour, and reduce the need for frequent washing, all while remaining wearable and stylish for daily life.
From its early days, Turms positioned itself away from fast fashion and closer to functional innovation. The brand gained attention for its science-backed approach to clothing and attracted prominent angel investors who believed in the long-term potential of intelligent apparel. As the business evolved, Turms introduced products designed to address everyday pain points faced by urban consumers. Its portfolio expanded to include30 day no wash jeans,AC cool tech T shirts,fearless white stain resistant shirts, and7 day no smell socks, all developed with a focus on comfort, durability, and reduced maintenance. These offerings also aligned with sustainability by saving water and lowering wash frequency, an increasingly relevant concern for conscious consumers.
A major turning point in Turms’ journey came in2022, when Surendra Singh Rajpurohit entered the picture. Initially a customer who believed deeply in the product, Surendra saw untapped potential in the brand and went on to acquire the business from its original founders. This transition marked a strategic reset for Turms. Under Surendra’s leadership, the company focused on operational efficiency, tighter cost controls, and sharper brand communication, while retaining the core philosophy of intelligent, problem-solving apparel.
Turms stepped into the national spotlight with its appearance onShark Tank India Season 3. Surendra pitched the brand with confidence, seeking ₹1.2 crore for 2 percent equity, valuing the company at ₹60 crore. The pitch highlighted Turms’ product differentiation, strong unit economics, and the traction it had achieved over the years, including sales of over four lakh units. The Sharks engaged actively with the idea of technology-driven apparel, and the discussion eventually led to a deal with Azhar Iqubal, co-founder and CEO of Inshorts. The agreement was closed at ₹1.2 crore for 4 percent equity, bringing not just funding but also strategic validation to the brand.
The Shark Tank appearance proved to be a catalyst. Post the episode, Turms witnessed a surge in visibility and consumer interest, translating into increased sales and wider recognition. The brand continued to push its message of clothing that works harder for the wearer, emphasizing features likeanti stain fabrics,odour resistant daily wear, andcooling performance apparel built for Indian conditions. Rather than chasing trends, Turms stayed focused on refining its core offerings and strengthening customer trust.
As of now, Turms isoperational and continues to sell its intelligent apparel through online channels. While the apparel market remains intensely competitive, Turms has carved a niche by consistently delivering functional value rather than purely aesthetic appeal. Surendra Singh Rajpurohit’s journey from believer to owner reflects the brand’s larger story, one built on conviction, innovation, and the belief that everyday clothing can be smarter, longer lasting, and more meaningful. Turms stands today as a reminder that in fashion, substance can be just as powerful as style.
