Introduction

In India’s evolving startup ecosystem, innovation is no longer confined to technology alone; it’s woven into everyday life, sometimes quite literally. One standout example of this innovation is TURMS, an intelligent apparel brand that’s transforming how India experiences clothing. 

Supported by Marwari Catalysts (MCats), one of India’s fastest-growing startup accelerators, Turms represents the spirit of innovation emerging from India’s Tier II and Tier III cities, where ideas meet purpose and entrepreneurship meets impact. 

Intelligent Apparel: The New Face of Everyday Innovation

Turms was born from a simple yet powerful idea: what if clothing could do more than just look good? The brand specialises in “intelligent” or performance-based apparel designed for the modern lifestyle. 

From anti-stain and anti-odour shirts to eco-smart fabrics, Turms blends science with style to create products as practical as they are fashionable. Each garment is engineered to stay fresh longer, require less washing, and ultimately contribute to sustainable living, a perfect reflection of innovation meeting responsibility. Their focus on bright, functional fashion has earned Turms a loyal customer base and recognition across India. The brand’s breakthrough moment came when it was featured on the popular television show Shark Tank India, where its vision for next-generation apparel caught the attention of both investors and audiences. 

Backed by Marwari Catalysts (MCats)

Behind Turms’ growth journey is Marwari Catalysts (MCats), a powerhouse of entrepreneurial support that has redefined how early-stage startups are nurtured in India. Known for its focus on empowering startups from non-metro regions, MCats provides not just funding but the mentorship and strategic guidance that early-stage ventures need to scale. 

By investing in Turms, MCats reinforced its commitment to fostering innovative, impactful businesses from India. This partnership highlights MCats’ philosophy, identifying bold ideas with real-world impact and helping them grow into sustainable businesses. 

The MCats Approach: Beyond Funding 

MCats’ involvement with Turms goes beyond investment. Through its “THRIVE” Acceleration Program, MCats connects founders with expert mentors, investors, and industry leaders who guide them through every stage of growth, from refining business models to scaling operations. This holistic approach has helped Turms refine its brand positioning, strengthen its supply chain, and prepare for national and global expansion. 

Moreover, MCats’ strong network of venture capital partners, angel investors, and ecosystem enablers has opened new doors for Turms, ensuring that its innovation story continues to unfold new doors Turms, ensuring that its innovation story continues to unfold across markets and media. 

The Future of Sustainable Fashion in India

As the world leans toward conscious consumption, Turms’ philosophy aligns perfectly with the global shift toward sustainability. By creating eco-smart clothing that lasts longer and reduces the environmental footprint of everyday wear, Turms is setting new benchmarks responsibly. 

Each Turms product embodies innovation, functionality, awareness, three pillars that reflect both modern consumer needs and environmental consciousness. This alignment with purposeful business models resonates deeply with MCats’ own impactful portfolio, which aims to build companies that support the UN Sustainable Development Goals (SDGs).

In August 2025, MCats announced its vision for a 4,000 crore (approximately $500 million) impactful portfolio by 2027, aimed at backing ventures like Turms that combine commercial success with social responsibility. 

Why Partnerships Matter? 

The connection between Turms and MCats’ goes beyond goes beyond investment, it’s a case study in ecosystem collaboration. It showcases how accelerators can empower founders not just with funding, but with vision, mentorship, and a network that nurtures innovation in every sense of the word. Through MCats’ support, Turms has evolved from a promising apparel startup into a brand that represents India’s growing expertise in sustainable fashion and performance innovation. 

It also reinforces a broader truth, that world-class ideas don’t come from big cities. With the right support, startups from Tier II and Tier III India can compete on a global stage, build impactful businesses, and change consumer behaviour for the better. 

The Future of Intelligent Apparel

As Turms continues to grow, its focus remains clear: to make intelligent, sustainable fashion accessible to every consumer in India and beyond. With ongoing mentorship from Marwari Catalysts, the brand is poised to expand its product range, explore new markets, and continue redefining what modern apparel can achieve.

The Turms journey reflects a broader shift in India’s startup story, one where innovation meets inclusion, and fashion meets functionality. It’s a story that embodies the spirit of both Turms and Marwari Catalysts: practical innovation with purposeful impact.

Conclusion

The partnership between Turms and Marwari Catalysts is a shining example of what happens when vision meets opportunity. It captures the essence of India’s new entrepreneurial era, one where intelligent ideas, local innovation, and sustainability converge to create brands that matter.

As MCats continues to back transformative startups across sectors, Turms stands as a proud symbol of what’s possible when bold thinking meets the right ecosystem.

The Turms-MCats partnership is a reminder that the future of India’s startups is bright, inclusive, and full of possibilities, and this is just the beginning.