Wrangler ropes in Smriti Mandhana as its brand ambassador

Wrangler ropes in Smriti Mandhana as its brand ambassador

Iconic global denim brand plans rapid expansion with 40 new stores in FY24.


Mumbai: ace turtle, new India's leading technology-native retail company that is leading retail industry’s next phase of evolution with its Retail Nxt approach, today announced the appointment of iconic Indian cricketer Smriti Mandhana as the brand ambassador for Wrangler. ace turtle is the exclusive licensee of iconic global denim brand Wrangler® in India. As the brand ambassador for Wrangler in India, Smriti Mandhana will feature prominently in the brand's marketing campaigns and initiatives across various platforms. Her vibrant presence and compelling storytelling will add a fresh perspective to Wrangler's narrative, connecting with consumers who seek fashion, comfort, and quality in their denim choices.

Commenting on the appointment, ace turtle CEO Nitin Chhabra said, "Leveraging our vertical commerce business model that integrates design, manufacturing and marketing with the help of technology, we have been able to more than double Wrangler’s sales in India in FY23 over FY22. We are thrilled to welcome Smriti as the brand ambassador for Wrangler in India as we gear up for a major expansion in FY24 and drive awareness and adoption among consumers. Wrangler has always stood for breaking barriers and encouraging individuals to be their authentic selves. Smriti embodies these values perfectly, and we believe that her association with Wrangler will inspire our customers, especially the youth, to embrace their uniqueness and chase their dreams fearlessly.”

Mandhana has carved her niche in international women's cricket and has captivated fans worldwide with her exceptional talent and fearless approach. Her outstanding performances on the cricket field have earned her numerous accolades including being awarded ICC Women’s Cricketer of the Year twice. Her remarkable achievements on the cricket field and her off-field persona resonate strongly with Wrangler's values of confidence, authenticity, and self-expression.

Expressing her excitement, Mandhana said, "I'm honoured to be associated with Wrangler, a brand that is synonymous with timeless denim craftsmanship and resonates with my personal style and beliefs. Wrangler has scaled remarkably in the past couple of years after ace turtle became the exclusive licensee in India. ace turtle’s unique technology-driven and data-rich business model has helped bring the global denim brand closer to millions of Indian consumers. I look forward to help showcase the wide range of denims, ignite the spirit of freedom, encourage individuals to embrace their own journey, and celebrate the joy of self-expression through the timeless appeal of Wrangler's denim creations."

“We are extremely delighted to facilitate the endorsement association between Smriti Mandhana and Wrangler,” said Baseline Ventures co-founder & MD Tuhin Mishra. “Smriti is a sports youth icon and is hugely popular across the length and breadth of India. It is a proud moment for us at Baseline to facilitate the association between two young, bold and like-minded entities.”

ace turtle is driving the next chapter of evolution for its brands by leveraging its deep omnichannel commerce technology expertise and tech-driven offline retail store experience. The company is vertically integrated from design, local manufacturing and marketing to reach consumers directly. It is powered by its proprietary technology which uses data science from design to fulfilment to meet ever-evolving consumer expectations. With the help of Rubicon and Connect, Wrangler’s sales and consumer data are captured and fed into the brand’s design, supply chain and business plans in real-time to accelerate growth and meet ever-evolving consumer expectations better.

In FY24, ace turtle’s expansion plans for Wrangler in India include the opening of 40 new stores in addition to the existing 44 stores. Wrangler is currently available offline at exclusive monobrand retail stores and leading departmental store chains such as Lifestyle, Shoppers Stop and Centro among others. Wrangler is also available online at its dedicated webstore - www.wrangler.in - in addition to online marketplaces such as Amazon, Flipkart, Myntra, Ajio, Tatacliq and Nykaa.