Bengaluru-based retail operator Ace Turtle has signed a long-term licensing agreement with WHP Global to introduce the Dutch premium denim brand G-Star into the Indian market. The deal allows Ace Turtle to import products from G-Star’s global supply chain while also setting up local manufacturing in the near future.
Initially, all products will be imported, but local production is expected to begin as early as next season, accounting for 10 to 15 percent of supply. Within two years, Ace Turtle expects the majority of G-Star’s inventory in India to be manufactured domestically. This hybrid model, the company said, will help balance international design standards with localized preferences.
The move marks G-Star’s second attempt at the Indian market. The brand first entered through a partnership with Genesis Luxury nearly a decade ago, which later came under Reliance after its acquisition of Genesis in 2017. That partnership ended last year, leaving the field open for a fresh strategy.
“India’s market has evolved. Personalization and local relevance matter, and you can’t depend solely on imports,” said Nitin Chhabra, CEO of Ace Turtle. The company already manages the India and South Asia licenses for global labels including Lee, Wrangler and Dockers.
G-Star will debut in India through shop-in-shop formats at department stores such as Shoppers Stop this season, followed by standalone outlets starting next year. Over five years, the plan is to open about 15 exclusive stores across key cities.
India, the world’s most populous nation, has become a crucial battleground for global apparel brands. From mass-market players like Zara and H&M to premium names such as Diesel and Calvin Klein, competition is intense. Ace Turtle, however, said G-Star will be positioned firmly in the premium segment, avoiding the mass-priced clutter.
