What does it mean to truly feel alive?
To be completely free. Free to run. To jump. To climb. To swim, fall, splash. To feel the wind at your back. The ground at your feet. Where instinct is your roadmap. And trees are your friends. For life is a living experience. To be touched, held, sniffed, and tasted.
Step outdoors. Discover.
A STUDY ON THE BRAND
By: T A Sairam
IT WAS THE LATE 1990’S, WHEN THE IDEA OF ADVENTURE AND OUTDOOR
ACTIVITIES IN INDIA WERE RATHER UNHEARD OF; A GROUP OF FRIENDS,
WHO WERE PASSIONATE ABOUT THE OUTDOORS, STARTED WILDCRAFT IN A
In what they call the 'Garage Years', began Wildcraft’s exploratory phase. It was a distant
dream, as the few people who were into the outdoors would either get their equipment from
stores abroad or buy it second-hand. Most of the equipment available then was bulky, heavy,
outdated and definitely very expensive; and it was this idea of enabling people for the
outdoors that Wildcraft was established.
Understanding the needs of different outdoor and adventure activities, they realised very
early on for the need of sturdy, durable, reliable and functional products that can withstand
the toughest of tough terrains. From the very beginning they were focused on creating
equipment that stood for the outdoors. With time the vision began to expand along with our
product base and by 2007-2008 their core team was established.
Wildcraft’s core constituency of design and construction stood the test of time and test of the
tough outdoor terrains. Whether it is apparel made of breathable materials, ergonomically
designed rucksacks or waterproof footwear, our gamut of products have one mission – to
enable people with gear that is durable, resilient and sturdy, for their exploration of the
For over a decade now they have channelized their passion for the outdoors into creating
reliable gear that truly stands for the outdoors. Wildcraft today stands for trust, that all their
customers, whether it is the outdoor enthusiasts or the urban travellers, place in them and
their products. They stand for a passion that has intrinsically worked towards creating
products that can endure the resilience of the great outdoors.
Wildcraft products are available in over 130 exclusive stores and 3,000 multi-branded stores
across India. The company’s has grown from a hobbyist ‘garage’ brand 17 years ago to an
INR 300+ crore company committed to enabling and enhancing India’s pursuit of the great
outdoors. The segment has been growing at a CAGR of 16-20 per cent, with the organised
players growing even faster at about 25 per cent CAGR. The cofounders of the company are
Dinesh Kaigonahalli, Siddharth Sood & Gaurav Dublish.
Wildcraft products are majorly classified into three categories:
Gear (500 options)
Clothing (70 options)
Footwear (40 options)
Gear category can be classified as Rucksack, Backpack, Campus Backpack, Sling bag, and
Duffle bag, Sleeping Bag, Rainwear and other Travel Accessories.
Wildcraft promises Commitment to Quality in terms of FLWR.
W Weather Resilient
Wildcraft had this logo from their inception until 2014, where they gave it a new meaning.
Until 2014, they were catering to a very niche market which provided adventure equipments
for trekkers, like rucksacks, tents, ropes, cushions, etc., and hence the logo of a man hanging
from a rock.
In December 2014, Wildcraft unveiled a new brand identity and a head-to-toe product
strategy. The brand’s revitalized presence includes a newly designed logo and theme
alongside extensive additions to its product portfolio. Wildcraft’s leadership believes that this
fresh approach combined with the aggressive expansion of the brand over the past few years
could exponentially grow the company’s share of the US$2 billion Indian outdoor market.
Their new logo is a reflection of the liberation the outdoors can bring from the monotony
and rigmarole of everyday urban life. The brand’s new identity reflects the essence of their
company and forms the basis of every consumer touchpoint from their retail stores to their
website and TVCs.
The slogan resonates with the young urban public who are always on their toes and ready to
go for an adventure/camping/trekking. It encourages the youth to bring out the wild side in
KAPFERER’S BRAND IDENTITY PRISM
PHYSIQUE: A distinctive orange logo, with the first letter ‘W’ of the brand Wildcraft,
eye-catchy design, ruggedness
RELATIONSHIP: Travel-partner, safety, style
REFLECTION: Trendsetter, made for the rough, full of life
PERSONALITY: Outdoor junkie, traveller, fitness freak
CULTURE: Young, vibrant, dynamic
SELF-IMAGE: Adventurer, classy, firm believer in quality
Wildcraft established brand identity which is in line with their efforts to inspire, educate,
inform and equip people to experience the outdoors and, consequently, recognize Wildcraft
as a performance-driven, head-to-toe outfitter.
KELLER’S BRAND EQUITY MODEL
SALIENCE: India’s #1 Adventure equipment brand
PERFORMANCE: Durable, all-weather, perfectly crafted rugged outdoor gear
IMAGERY: Young, urban style, edgy,
JUDGEMENTS: Top-notch quality, safety, satisfaction
FEELINGS: Adventure, travel-partner, social approval
RESONANCE: Affiliation, loyalty, premium, elegance
Wildcraft has achieved Brand Equity by creating Brand Awareness and Brand Image.
Their products are recognisable, because of their distinct logo and style, and recallable
because they have forged strong brand associations with the appropriate product category.
Brand image depends on the strength of associations for which our product must be unique,
favourable, and strong enough, and Wildcraft has managed to do that over the years.
1. Initially, Wildcraft was positioned as an adventure brand. The product category
was outdoor gears which comprised of rucksacks, tents and trekking accessories. The
company had limited products and the target market was very niche.
This is how they overcame it:
The company repositioned as an outdoor gear brand.
The company ventured into new product categories such as Clothing & Footwear.
The company specially developed products for the young souls. They introduced
campus backpacks for tapping the young urban market.
2. Acquiring SME customers
In the B2B segment, they targeted many IT and MNC companies because of
prevailing corporate gifting policies but the market size was small. Because they used
to follow premium pricing, they were not able to enter the SME customer segment.
This is how they overcame it:
They manufactured some exclusive products which were priced economically to
target the SME Market.
Examples – Slings, Messengers and Wiki backpacks.
In 2017, there is no looking back for Wildcraft. They are all set to enter the European market,
having a presence already in the Middle-East. They are also targeting a revenue of 1000
crores by 2020.