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Turms offers stain repellent, cooling, wicking and odour-resistant daily wear apparel using its unique IP and technology. Their apparel does not need to be washed as frequently as normal clothing and require less water and detergent. The Turms merchandise range includes jeans, t-shirts, shirts and track pants for men and t-shirts and leggings for women. The core target audience of Turms is India’s working youth who are time and resource constrained and cannot wash their own clothes. The brand targets those who commute long distances and work for long hours, but also take care of their daily chores. In October, 2018 the brand raised INR 6.3 crore from Freshworks founder Girish Mathrubootham and a clutch of other investors.