1.

INTRODUCTION TO OUTDOOR GEAR INDUSTRY

Every part of India has something new and different to offer right from the beautiful valleys of
Kashmir, to the backwaters of Kerala. India is a goldmine for adventure destinations across
domains and adventure enthusiasts for sure, have a reason to look forward to adventurous
escapades. If we look 5 years back, we will realize that the adventure space was limited to only
trekking or rock climbing but today there is whole gamut of adventure sports.

The main source of revenue for the tourism ministry has been through the International tourists,
but off late the scenario is changing. Today, Indian Tourist is ready to explore and shell out money
from his pocket to experience thrill and excitement. Moreover government campaigns like
Incredible India has largely boosted tourism sector in India.

While people are turning more of an adventure junkie, it is very obvious to witness the increasing
demand for adventure products in India. Though this market is at a very nascent stage, growth is
indeed very evident. Over half of the country’s population is youth; the one that is ready to explore
& to get this change in their lifestyles. To fill demand for these products, there are limited
International brands available in the market with their limited product range.

There was a rise in the market of adventures tourism like tracking. And this create a gap in the
market for the outdoor and adventures product in India. Which could be compact in nature any
have multifunction along with this the demand for the FLWR product increased where F stands
for Function, L-Light weight, W- Weather Resistant, R-Reliable in nature.

Before also the products like tent sleeping bags rucksacks etc. were there but was of highly priced
and was purchased from the some of the old internationally renowned brands like Northfaces
This resulted in emerging of the brands in India, like Wildcraft, have the first mover advantage in
the manufacturing of the outdoor gear. Compete with the international brand like the The North
Face, Rugged Outdoors's, Cotter Pin, Timberland.

What started as a hobby among a group of friends in a small garage in Jayanagar, Bengaluru,
Wildcraft, today, has over 130 exclusive stores and over 3,000 multi-branded stores in over 400
cities of the country. In 2013, Wildcraft even garnered venture capital attraction from the marquee
venture firm Sequoia Capital and received a funding of USD 10 million.

Started in the late 1990s by Dinesh K.S., an engineer and an outdoor enthusiast, Wildcraft was
born out of a need to create reliable and great quality outdoor gear and equipment in India. The
story goes that during one of his outdoor excursions, Dinesh met with an accident. It was after this
incident that the idea of Wildcraft was born. Born out of a passion for the outdoors and the need
to create great quality outdoor gear and equipment, Wildcraft’s journey so far has been rather
unusual. In the 80s and 90s, Dinesh and the early group of outdoor enthusiasts would source most
of their equipment from abroad. Unable to find the right tents, sleeping bags and rucksacks, Dinesh
and his friends then began designing and manufacturing their own gear.

Co-founder Siddharth and Gaurav Dublish joined Wildcraft fresh out of college in 2001. It was a
part-time role for all of us at that time as they had careers of our own. It was in 2007 when they
decided to take this passion in the outdoor space and turn our entrepreneurial zeal into a
commercial opportunity.

Gaurav says that the outdoor gear and equipment industry in India was rather unorganised when
Wildcraft was created. The main options present in the market were foreign-made used gear left
behind by international trekkers. He adds there were a few international brands in the market via
distribution, but in small numbers.

"As the number of adventure enthusiasts in India started to increase, we knew there was an urgent
need for innovation and high quality products. Product form and function have always been at the
front and centre of our business approach and this has continued to this day. Our focus is on
inspiring and enabling Indians to experience the outdoors, through quality gear," adds Gaurav.

Starting from a team of part-time workers to an employee base that exceeds over 3,000, Wildcraft
has come a long way. Being first-time entrepreneurs, Gaurav, Siddharth and Dinesh have had to
learn several things along the way. In 2007, when the shifts happened, Gaurav and Siddharth left
their lucrative careers in Standard Chartered and GE, respectively.

"We understood the dynamics of the business in a limited fashion," says Gaurav. He notes that
working in a multinational corporation gives one a support system and that one gets used to. He
says, "When you start from zero, you do not know where to start. So you begin by putting your
hands in different pies - design, distribution, manufacturing, finance - and then you put it all
together. You then look at getting the right people in, and making them an important part of your
journey," says Gaurav.

Today, Wildcraft has a different story to tell. The platforms, Gaurav says, have become more
robust: they have an in-house design and development team, international supply chain and an
over 2500-member manufacturing setup with a partner network.

In the past four years, Wildcraft has seen a significant increase in sales figures. In financial year
2011, Wildcraft showed Rs 50 crore-worth revenues and by the end of this year the company is
targeting a growth of Rs 250 crores.

In the year 2009, the team decided to expand its geographies to different parts of the country. They
initially began with regions that were similar to Bengaluru, like Hyderabad, Chennai and Pune.
After taking in customer feedback and learnings, Wildcraft went ahead on a pan-India expansion.

In December 2013, looking at Wildcraft's growth and the pace of the changing market, Sequoia
Capital invested Rs 60 crores for a minority stake in the organization. "Both Gaurav and Siddharth
are extraordinary entrepreneurs who are on top of their game. They know the market, understand
the industry, are analytical in their approach and measured in the business. They are stringent on
quality of the products," says GV Ravishankar, Managing Director, and Sequoia Capital India
Advisors. He adds that while many brands market their products as ‘outdoors’, they aren't so in
terms of functionality and usability. Gaurav says that India has seen a massive growth in appetite
for outdoors and adventure.

With a host of popular adventure destinations and a whole lot of people up for experiencing
outdoor activities, there hardly goes a day without something on nature and the outdoors being
featured in the media. "But unlike the West, Indians like to snack on different activities, trying one
and then the other. Currently, it’s all about the experience, rather than perfecting and reaching
expert level in one activity," adds Gaurav.

Real outdoor products need to be functionally superior and weather situations not typical of
everyday life. Ravishankar says that when the discussions around raising fund began, the market
was becoming ready and more open to a brand like Wildcraft.But in the year 2018 the funding
from the Squoia capital was repaid to the company.
 2. TOP PLAYERS IN THE OUTDOOR GEAR INDUSTRY

I. THE TIMBERLAND

Fig no. 1

Timberland LLC is an American manufacturer and retailer of outdoors wear, with a focus on
footwear. It is owned by VF Corporation. Timberland footwear is marketed towards people
intending outdoor use. The company also sells apparel, such as clothes, watches, glasses,
sunglasses and leather goods.
Timberland’s corporate headquarters are located in Stratham, New Hampshire. Timberland also
operates from offices in other parts of the world. Horween Leather Company supplies leather
shells for footwear to the Timberland Company.
In 1928, Timberland founder Nathan Swartz (born in Odessa, Ukraine) began his shoe making
career in Boston, Massachusetts, as an apprentice stitcher. In 1952, Nathan Swartz bought half an
interest in The Abington Shoe Company in South Boston, mainly doing contract work for other
manufacturer. In 1955, Nathan bought the remaining interest and brought his sons into the
company. In 1965, the Swartz family introduced the then innovative injection-molding technology
into the footwear industry. This enabled the production of virtually waterproof boots made in
colder temperature form or in tropical weather form depending on the customer, by connecting the
soles to the leather uppers without stitching. In 1969, moved the base of its manufacturing
operations to New market, New Hampshire. In 1973, the brand name "Timberland" was introduced
for the waterproof leather boots produced by the company. Because the boot proved to be very
popular, the company name was officially changed to The Timberland Company. From 1978 to
1979, Timberland added casual and boat shoes to its boots product line. In the 1980s, the company
expanded internationally – first into the Italian market (thanks to the "Paninari" youth movement
in Milan who wore and launched the Timberland brand), and later to many other countries. Both
Nike and his brother had offers to buy him out and Sidney became the new CEO. Sidney also
brings in his son, Jeffery as Head of International Sales.

Throughout the 1990s and 2000s, the Timberland Company added more product lines such as
backpacks, watches, and kids' footwear. As Timberland expanded their inventory, popularity
increased. Sales tripled as professional rappers such as DMX, and Mobb Deep, began wearing the
brand.In 1998, the Timberland PRO series of "Work boots for the Professional" was
launched. Jeffrey Swartz stepped up to become Chief Executive Officer of the company and brand
his grandfather, uncle, and father had started.In February 2007, the company acquired Howies, the
Welsh clothing company.In September 2007, Timberland acquired skateboard-footwear company,
iPath. Ipath was sold in 2011 to Klone Labs.In June 2011, Timberland signed a definitive merger
agreement with VF Corporation at $43 per share or approximately $2 billion.In 2012, Howies was
sold to its management by VF.

II. THE NORTH FACE

fig no. 2

The North Face, Inc. is an American outdoor product company specializing in outerwear, fleece,
coats, shirts, footwear, and equipment such as backpacks, tents, and sleeping bags.Its clothing and
equipment lines are catered towards collegestudents, climbers, mountaineers, skiers,
snowboarders, hikers, and endurance athletesThe company sponsors professional athletes from the
worlds of running, climbing, skiing and snowboarding.

The North Face began as a San Francisco-based climbing equipment retail store, founded in 1966
by Douglas Tompkins and his then-wife, Susie Tompkins. It was acquired two years later by
Kenneth "Hap" Klopp.

The name was derived to evoke homage to the fact the north face of a mountain in the northern
hemisphere is generally the coldest, iciest and most formidable route to climb.

Originally the store offered only highly selective merchandise, targeted to climbers and
backpackers. By the 1980s, skiwear was added, followed by camping equipment. Today The North
Face offers many product categories from athletic clothing to more casual sportswear, though they
are best known for insulated jackets.

The North Face is now a wholly owned subsidiary of the VF Corporation. It is headquartered in
Alameda, California, co-located with its corporate sibling, Jan Sport. In 2007, Jan Sport was the
world's largest backpack manufacturer; combined, the two manufactured nearly half of all small
backpacks sold in the United States.
 DIFFERENT PRODUCT LINE OF WILDCRAFT
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 outdoors. 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 organized 3. 3 players growing even faster at about 25 per cent CAGR.

Wildcraft products are majorly classified into three categories:

 Gear (500 options)

 Rucksack
 Men
 Women
 Teen age

 Pack
 Back pack
 Hiking pack
 Duffle Bag
 Messengers
 Camera pack
 Campus Gear
 Campus Sling
 Campus Accessories
 Campus Backpack

 Outdoor Equipment
 Tent
 Sleeping Bag

 Accessories
 Travel Accessories
 Outdoor

 Wheeler

 Clothing (70 options)

 Men
a) T-shirt
b) Shirt
c) Trouser
d) Caps, socks and gloves
e) Sweatshirt & Pullovers
f) Jacket, Cheaters & Vest
g) Rain wear

 Women
a) T-shirt
b) Shirt
c) Trouser
d) Caps, socks and gloves
e) Sweatshirt & Pullovers
f) Jacket, Cheaters & Vest
g) Rain wear

 Footwear (40 options)

 WILDCRAFT AND ITS COMPETITORS
WILDCRAFT have different competitors for different product line.

COMPETITORS OF WILDCRAFT FOR THE BAG CATEGORY (PACKS, WHEELERS

AND TRAVEL ACCESSORIES)
1) AMERICAN TOURISTER

fig no. 3

Founded in the year in 1933, this luggage brand is owned by the Samsonite group.American
Tourister is one of the most reliable luggage bags brands in India. They meet all the requirements
that a person looks for in an excellent travel bag.

Its bags are super spacious and carries TSA lock, backed by ultra-light construction, 4 wheel
spinner, safely zippered and sturdy design, American Tourister is the answer for a companion
through long-haul to short journeys.

2) VIP BAGS

fig no. 4

VIP Industries Ltd is world’s second largest and Asia’s largest luggage maker based in
Mumbai. The company manufactures plastic moulded suitcases, handbags, briefcases, vanity cases
and luggage. It has acquired UK luggage brand Carlton in 2004.The company offers its products
primarily under the VIP, Carlton, Footloose, Alfa, Aristocrat, Skybags, and Buddy brands.
3) SAFARI BAGS

fig no. 5

VIP Industries Ltd is world’s second largest and Asia’s largest luggage maker based in
Mumbai.Safari Spartan was one of the first manufacturers to introduce the concept of a fixed 3
dial combination lock that makes it durable and extremely secure.If you are looking for a good
suitcase, trolley or backpack for your future journeys, take a look at the Safari luggage bags that
are available at Snapdeal. These bags are really hardy and can endure wear and tear. They are
perfect for anyone who is on the move constantly.

4) SKYBAGS

fig no. 6

VIP Industries Ltd is world’s second largest and Asia’s largest luggage maker based in Mumbai.
This is one of the prominent Brand of VIP group. This brand have good likeability among
youngster due to good look and well Quality. Almost all Skybags are extremely light weight and
come with a textured finish. Skybags were also the first to introduce the concept of stylish looking
luggage bags.
 COMPETITORS OF WILDCRAFT FOR THE APPREALS AND FOOTWEAR
CATEGORY.

1) REEBOK

fig no. 7

Reebok is a global athletic footwear and apparel company, operating as a subsidiary of German
sports giant Adidas since 2005. Reebok produces and distributes fitness, running and cross
fit sportswear including clothing and footwear. It is the official footwear and apparel sponsor
for Ultimate Fighting Championship, cross fit, Spartan Race, and Les Mills. In 1958, Reebok was
established as a companion company to J.W. Foster and Sons, founded in 1895
in Bolton, Lancashire, England. From 1958 until 1986, Reebok apparel featured a Union
Jack. They still use the Union Jack in many of their classics. The company's global headquarters
are located in Canton, Massachusetts, U.S. with regional offices in Amsterdam, Montreal, Hong
Kong, and Mexico City. In November 2016, Reebok announced they would be moving their
headquarters location to Boston. The reasons for the move, according to the company, is to be
located in an urban environment that is more desirable to millennial workers and to “clarify the
roles” of United States offices. The move is set to be complete in the fall of 2018.
 2) ADIDAS

fig no. 8

Adidas AG is a multinational corporation, founded and headquartered in Herzogenaurach,

Germany, that designs and manufactures shoes, clothing and accessories. It is the largest
sportswear manufacturer in Europe, and the second largest in the world, after Nike. It is the holding
company for the Adidas Group, which consists of the Reebok sportswear company, TaylorMade
golf company (including Ashworth), Runtastic, an Austrian fitness technology company, and
8.33% of Bayern Munich, the football club. Adidas' revenue for 2016 was listed at €19.29 billion.
The company was started by Adolf Dassler in his mother's house; he was joined by his elder brother
Rudolf in 1924 under the name Dassler Brothers Shoe Factory. Dassler assisted in the development
of spiked running shoes (spikes) for multiple athletic events. To enhance the quality of spiked
athletic footwear, he transitioned from a previous model of heavy metal spikes to utilising canvas
and rubber. Dassler persuaded U.S. sprinter Jesse Owens to use his hand made spikes at the 1936
Summer Olympics. In 1949, following a breakdown in the relationship between the brothers, Adolf
created Adidas, and Rudolf established Puma, which became Adidas' business rival. Adidas' logo
is three stripes, which is used on the company's clothing and shoe designs as a marketing aid. The
branding, which Adidas bought in 1952 from Finnish sports company Karhu Sports, became so
successful that Dassler described Adidas as "The three stripes company".
 3) PUMA

fig no. 9

Puma SE, branded as Puma, is a German multinational company that designs and manufactures
athletic and casual footwear, apparel and accessories, which is headquartered
in Herzogenaurach, Bavaria, Germany. PUMA is the third largest sportswear manufacturer in the
world. The company was founded in 1948 by Rudolf Dassler. In 1924, Rudolf and his
brother Adolf Dassler had jointly formed the company Gebrüder Dassler Schuhfabrik (Dassler
Brothers Shoe Factory). The relationship between the two brothers deteriorated until the two
agreed to split in 1948, forming two separate entities, Adidas and Puma. Both companies are
currently based in Herzogenaurach, Germany. Puma has been a public company since 1986, listed
at the Frankfurt Stock Exchange. French luxury group Kering (formerly known as Pinault-
Printemps-Redoute or PPR) holds 16%, Kering's largest shareholder Artemis SA owns 29% of the
share capital. Since 1 July 2013, the company has been led by former football professional Bjørn
Gulden (CEO). As of 2017, Puma SE employs more than 13,000 people worldwide and distributes
its products in more than 120 countries. Following the split from his brother, Rudolf Dassler
originally registered the new-established company as Ruda, but later changed the name
to Puma. Puma's earliest logo consisted of a square and beast jumping through a D, which was
registered, along with the company's name, in 1948. Puma's shoe and clothing designs feature the
Puma logo and the distinctive "Formstrip" which was introduced in 1958.
 4) NIKE

fig no. 10

Nike, Inc. is an American multinational corporation that is engaged in the design, development,
manufacturing, and worldwide marketing and sales of footwear, apparel, equipment, accessories,
and services. The company is headquartered near Beaverton, Oregon, in the Portland metropolitan
area. It is the world's largest supplier of athletic shoes and apparel and a major manufacturer
of sports equipment, with revenue in excess of US$24.1 billion in its fiscal year 2012 (ending May
31, 2012). As of 2012, it employed more than 44,000 people worldwide. In 2014 the brand alone
was valued at $19 billion, making it the most valuable brand among sports businesses. As of 2017,
the Nike brand is valued at $29.6 billion.

HOW WILDCRAFT HAVE DIFFRENTIATED IT SELF FROM ITS COMPETITORS?

Wildcraft promises Commitment to Quality in terms of FLWR.

 F- Functional

 L- Lightweight

 W- Weather Resilient

 R- Reliable Brand Elements

The USP of wildcraft is as “International Quality Outdoor Gear”
 DISTRIBUTION CHANELS OF WILDCRAFT
They have four different of distribution

 General trade
 Modern trade
 Retail
 E-commerce
 C&I(Corporate and institutional)

HERE WE WILL DO THE DETAIL STUDY ON THE CORPORATE AND

INSTITUTIONAL CHANNEL OF DISTRIBUTION OR SALES

Connecting to the Fix appointment Knowing there

client with them requirement

Making the sample

Demonstration of the Finalizing the
product with co-
product product
branding

Taking conformation Inform

Delivery of the
for the order if no manufacturing unit
product
correction required in Bangalore

Feedback from the Follow up for future

client requirement

Fig. no. 11
• Connecting to the client: the client (from corporate or institution) can be the existing our
new. New client are made through telephonic call, cold calling or through any information
from internal or external source.

• Fix appointment with them: after calling should try to fix the appointment with the client
and try to build a relationship with them.

• Knowing there requirement: should try to know the budget that they have for the
corporate gifting and what quantity they want to purchase(minimum quantity for the order
is 30)

• Demonstration of the product: accordingly so the sample of the product required, it

should meet there requirement note the changes required. Explain all the specification.
Should Specify that manufacturing time of the product( for bags 21 days with co-branding
& 23 days for apparels)

• Finalizing the product: the finalizing of the product should be done with the mail
conformation

• Making the sample product with co-branding: ask the manufacturing unit to make
sample design of the product with co-branding.

• Taking conformation for the order if no correction required: the conformation should
be through mail (PO).

• Inform manufacturing unit in Bangalore: the unit takes 14 days to manufacture the order
but they ask for 21 day for security purpose as this include the delivery time.

• Delivery of the product: the delivery can be done anywhere in India according to the
Clients preference.
• Feedback from the client: the company takes the feedback from the Clint about the
product and the service delivered

• Follow up for future requirement: make a healthy relationship with the client and build
up a bond of trust.