- Manish Verma (Founder and Director)
Q1: How did truTRTL come into existence?
truTRTL was born from a simple realisation. While working closely in ecommerce and manufacturing, we saw a clear gap in the online home and kitchen appliance space. There was a need for a brand that focused on contemporary products designed specifically for online shoppers, products that offered genuine value instead of inflated claims. truTRTL was created to help customers make smarter choices by offering the right balance of convenience, features, and price.
Q2: What was the turning point that pushed you to build the brand?
When we began selling ceiling fans online, the category was already crowded and highly price sensitive. Yet, within six months, the product scaled to selling nearly 250 units a day while remaining profitable. That success was driven by consistent product quality and strong customer service, reflected in better-than-market reviews. It proved that customers reward honesty and reliability, even in competitive categories. That insight became the foundation for expanding into other home and kitchen appliances with the customer firmly at the centre.
Q3: Technology plays a big role today. How does truTRTL use it?
From product design to last-mile delivery, technology supports every stage of our operations. We use tech-enabled processes to design products around customer convenience, optimise manufacturing and assembly, manage supply chains and inventory, and ensure faster customer service resolution. Strong backend systems and CRM tools help us track issues closely and close service requests faster than the industry average. Technology allows us to scale without compromising experience.
Q4: What truly differentiates truTRTL from other brands in the category?
Our focus is customer convenience, not short-term profits. We listen closely to feedback and act on it quickly, whether it means improving a feature, refining a design, or strengthening service. That mindset runs across the organisation and reflects in the products we build and the way we support customers after purchase.
Q5: Who do you see as your closest competitors?
Brands such as Agaro, Atomberg, and Lifelong operate in similar segments and follow comparable growth strategies in the online appliance space.
Q6: Can you explain truTRTL’s product philosophy with an example?
Every product starts with basic questions: who will use it, how will they use it, and what should never go wrong. Take something as simple as an electric kettle. We use thicker stainless steel bodies, stainless steel lids instead of plastic, copper wiring instead of aluminium, and dual controllers for added safety. These are not visible marketing features, but they make a real difference in everyday use. This level of thinking applies across our entire product range, from air fryers to fans.
Q7: How do you manage pricing while maintaining quality?
Price is influenced not just by product cost, but also by supply chain efficiency and service costs. We reduce inefficiencies rather than cutting quality. With pan-India warehousing and demand forecasting, we maintain a fast inventory cycle of 15 to 18 days, allowing us to reduce overheads significantly. Strong quality also reduces damage and service costs. The outcome is better products at prices that are comparable or better than competitors.
Q8: What are the biggest strengths and challenges for the brand today?
Our strengths lie in customer-first thinking, manufacturing expertise, strong service systems, and a robust supply chain. Being a newer brand is a challenge, but the growing market and increasing preference for value-driven products create strong opportunities. Competition and rapid technological change keep us alert and adaptive.
Q9: Who is your core target audience?
Our products cater to households across India and the US. In India, we focus strongly on hostelers, young professionals, and people living independently who frequently purchase products in the Rs.300–600 range. The goal is to build long-term affinity so that as customers grow, they continue to choose truTRTL across categories.
Q10: What are your growth plans?
We are expanding our product portfolio, markets, and reach. Our target is to cross Rs.100 crore in topline within 24 months, while exploring offline pilots, new international markets, strategic partnerships, and manufacturing expansion. This phase will set the base for a Rs.500 crore vision over five years.
Q11: Why did you choose a turtle as your brand mascot?
The turtle represents exactly what truTRTL stands for. Not speed, not noise, not shortcuts. It symbolises reliability, longevity, and thoughtful decision-making. Mr. TRU reminds customers that true value is built steadily and holds up over time. Just like our products.
Q12: Are you looking for external investments at the moment or in the near future
We have been boot-strapped till now & looks that we will continue to be that way for about 1.5-2 years in business as usual. But with some partnerships working out - we would need external investments too.
Q13: What founder lesson has influenced the way truTRTL is being built?
First, understand customer feedback on competition products. Close those gaps & launch
Second, cash flow is like oxygen & in limited supply - use it very wisely - be it in inventory & related costs or in marketing commitments
Third, if you are a new brand & boot strapped - spend most on performance marketing.
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