Selling Shovels Strategy

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In the world of startups, a decade feels like a lifetime, and Nitin Chhabra lived it all. From leaving behind a prestigious corporate career with Unilever and Reliance Brands to building one of India’s leading omnichannel commerce platforms, his journey reflects conviction, timing, and resilience.

Nitin’s company, ace turtle, has secured funding from top-tier investors like CapitaLand, Vertex Ventures, SBI Investment Co. Ltd., Farglory, and Lesing Nine.

In this episode, you will learn:

- Nitin left a high-paying corporate job at Reliance Brands to chase a vision of omnichannel retail, proving that breakthrough ideas often lie outside comfort zones.
- A simple conversation with Myntra uncovered the latent demand in Tier 2/3 cities, leading Nitin to envision the omnichannel model long before it became mainstream.
- Despite not having a technical background, Nitin and his co-founder successfully built a robust tech team through networking, trial and error, and relentless focus.
- During the COVID crisis, Nitin pivoted ace turtle from a SaaS model to becoming a retail operator, giving them revenue control and insulating the business from third-party dependencies.
- Raising a mix of equity and debt allowed ace turtle to scale sustainably while maintaining alignment between investor expectations and business growth.
- By acquiring brand licenses and offering royalty structures, Nitin aligned incentives while expanding ace turtle’s control and revenue base.
- The decision to shift away from SaaS and focus on building a vertically integrated retail tech stack allowed ace turtle to scale faster and smarter, paving the way for future growth.

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