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Tia Raina

on 28 July 2014

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It all began with a passion
Dinesh K.S., founder director of Wildcraft, in the '90s often found it difficult to get good quality gear for his adventure expeditions and imported gear was costly.

Having a background in engineering, he began to design his own rucksacks,tents and sleeping bags. Thus Wildcraft was founded in Bengaluru in 1998.

In 2001, Gaurav Dublish and Siddharth Sood invested in the company. Today, three of them run it.

In Dec 2013, venture capital fund Sequoia Capital invested Rs 70 crore in Wildcraft.

Products and Services
Retail Formats
100+ exclusive retail showrooms across India
(As of Dec 2013, 1/3rd of its stores are run by franchisees)

250+ shop in shops

1000+ multi-branded stores

India’s largest outdoor & adventure gear company

Good quality and hardy equipment
Key Learnings
outdoor & adventure gear company

Dinesh K.S.
Camping Gear
Sleeping Bags
Climbing and Bouldering equipment
Duffle Bags
Laptop backpacks
Campus Gear
Online sales (Wildcraft.in, Flipkart, Jabong, Myntra, etc)
Institutional sales (Private adventure clubs)
Travel Gear
Corporate Gear
Active wear

Sales and Marketing Strategies
Awards and Recognitions
SWOT Analysis
Bangalore Hot 50, 2013
(awarded by Paul Writer)
Good quality products
Backing by VC fund
Phenomenal growth prospects
"Indian" brand
Slow growth
Power centered in the hands of a few individuals
Partnering with foreign companies to increase presence out of India
Organising travel experiences
Designs can be copied by vendors commercial street
Price point - Decathlon
Designs - Fastrack
A hobby can lead to a viable business.

Proceed slowly till you find the right avenues of selling.

Wildcraft is an ideal investment as a company as the market for adventure and outdoor activities is growing.

Investment of 70 crore by a VC fund, Sequoia Capital, in 2013
Window displays
Helpful salespeople, up to date knowledge on outdoor activities
No real "sale"
Reasonably priced
Launch of range in 2010 - "MTV Roadies Gear"
Visibility through launch events
Has started e-tailing in a big way since 2009 with its own website www.wildcraft.in
Sale items on online portals like Jabong.com, Myntra.com, Amazon.com
Moderate customer engagement on Facebook and Twitter
By Tia Raina

+91 9972232558

100+exclusive showrooms in over 50 cities

"India's leading Consumer Goods Brand"
- Hindu Business Line (2007)
A few facts
First showroom opened in Bangalore in 2004. Now 100+ exclusive showrooms across India.

Has an in-house R&D team.

Employs over 20,000 people.

Manufacturing units in Himachal Pradesh and Bengaluru. Over 1 million units manufactured per year.

In 2011-12, sales = Rs 32 crore with net profit = Rs 1.2 crore.
Sales and Marketing Strategies
Sales and Marketing Strategies
Full transcript