TRUTRTL—short for “true turtle”—has emerged as a bold new disruptor in India’s home and kitchen appliances. With its innovative, affordable, and design-centric solutions tailored for contemporary lifestyles, the brand has rapidly challenged the status quo. In a matter of months, it surged to the top ranks on Amazon—an unmistakable signal of growing consumer trust and surging demand.
Every TRUTRTL product is crafted with intent and intelligence. From air fryers equipped with 24-hour reservation functions to auto shut-off egg boilers and ergonomically designed kettles, the lineup speaks volumes about the brand’s commitment to precision engineering and user-first design. These appliances don’t just enhance daily routines—they make them seamless, safe, and reliably efficient.
What sets TRUTRTL apart is more than just sleek innovation. The brand combines smart aesthetics, accessible pricing, and a sharp focus on responsive customer service. It isn’t merely selling appliances—it’s cultivating trust and transforming homes, one kitchen at a time.
In an exclusive conversation with The Interview World at the Bharat Quality Mission: Enabling MSMEs for Global Competitiveness conference, hosted by the India SME Forum, Naman Jain, Director of TRUTRTL, shared compelling insights. He compared the quality of Indian home and kitchen appliances with global counterparts, outlined the pivotal role of the Bureau of Indian Standards (BIS) in elevating product quality, and mapped out the promising growth trajectory of the Indian appliance sector. He also emphasized how TRUTRTL remains deeply attuned to customer feedback, using it as a springboard to continually enhance product performance and quality.
Here are the most impactful takeaways from this insightful exchange.
Q: In terms of quality, how do Indian home and kitchen appliances compare on the global stage, and where do they currently stand in the international market?
A: Indian products are, without a doubt, quality-driven. As an e-commerce seller operating in the online marketplace, I’ve seen firsthand how critical quality has become. Selling subpar products simply isn’t an option—online consumers are discerning and heavily rely on reviews before making a purchase.
Customer feedback, especially through platforms like Amazon, has proven invaluable. I consider Amazon reviews one of the most powerful tools for product improvement. Based on this real-time feedback, we’ve made significant upgrades. Our product quality has evolved remarkably as a direct result of these insights.
This dynamic was almost absent during my offline selling days. Back then, immediate customer input was limited. But the digital shift has changed everything. Today, we’re not just meeting expectations—we’re matching the quality benchmarks set by global brands. In fact, the online ecosystem has raised the bar for Indian manufacturers, and we’re proud to deliver on that promise.
Q: How have BIS standards contributed to improving your product quality?
A: At present, the standards pose more of a compliance burden than a strategic guide. They lack the clarity and comprehensiveness needed for businesses like ours to align and grow with confidence. It seems the implementation was rushed, with a blanket inclusion of all kitchen and home appliances—without sufficient consultation or deliberation.
However, as these standards evolve and regulatory bodies allow more time to address real-world challenges, I believe the situation will improve. With thoughtful refinement and industry feedback, the standards will undoubtedly become more robust. In the long run, this evolution will not only ease compliance for manufacturers but also deliver genuine benefits to Indian consumers.
Q: What is your perspective on the current growth trajectory of the Indian kitchen and home appliances market, and what key factors are driving this expansion?
A: The market is enormous—and growing rapidly. Traditional brands are being challenged as consumer preferences shift. Households that once relied on conventional gas stoves are now embracing induction cookers. People increasingly seek ready-to-use appliances that simplify tasks and free up their time.
Take the electric kettle, for instance. If I need to boil water, I simply switch it on and utilize those four to five minutes for something more productive. This shift reflects a broader lifestyle change. As joint families give way to nuclear households, convenience has become a priority.
What’s more, today’s appliances are designed for shared use—accessible and easy enough for both men and women to operate seamlessly. As a result, I foresee a significant surge in demand for such smart, time-saving products. The potential market is not just large—it’s poised for exponential growth.
Q: How receptive is your organization to incorporating customer feedback into improving product quality?
A: For me, quality is defined by my customers. I have no interest in becoming a mass-market brand that prioritizes volume over satisfaction. Instead, I’m building a mass-premium brand—one that delivers real value and exceptional performance with every product.
Quality isn’t just a checkbox for us—it’s a continuous pursuit. We consistently implement meaningful, high-impact changes that elevate our products. Every improvement we make is guided by what matters most to our users.
As we prepare to enter the U.S. market, we remain fully committed to adapting our offerings to meet the expectations of global consumers. Customer feedback drives everything we do. To ensure we never miss a beat, our dedicated Centra Team manages every single input we receive.
We’re not just listening—we’re acting. Around the clock, we work to refine, upgrade, and perfect. Each day, we strive to raise the bar. Because at TRUTRTL, better never stops.
