| Type | Private Ltd |
|---|---|
| Industry | Retail |
| Founded | 1992 |
| Founder(s) | Dinesh KS |
| Headquarters | Bangalore, India |
| Products | Outdoor and Adventure Gear |
| Website | www.wildcraft.in |
Wildcraft is India’s largest adventure and outdoor gear company[1] focused around Outdoor Activities like camping, mountain climbing, trekking and backpacking. Wildcraft manufactures outdoor gear like rucksacks, backpacks, travel gear, camping gear, tents, sleeping bags, camera bags and accessories. Based out of Bangalore, India, it has 31 exclusive stores across Bangalore, Hyderabad, Chennai, Ernakulam, Mangalore, Mumbai, Pune, Ahmedabad, NOIDA, Delhi and Chandigarh, with its gear being additionally available in over 200 multi-branded stores across India.
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Dinesh KS, founder director of Wildcraft, in the early 1990s found it often difficult to get good quality gears for his adventure expeditions and imported gears were costly.He having a background in engineering and design began to deign his own rucksacks,tents and sleeping bags.Other climbers and adventure enthusiasts began to demand these designs.He was forced to choose between his job at a electronics company and expeditions.Thus, Wildcraft was founded in 1992 with a mission to propagate Outdoor Activities and to provide access to world-class Outdoor Gear & Equipment in India.With increased demand, the operations have scaled up and exclusive stores started to opening up.
The company's first product was dome shaped tent.Then it shifted to backpacks which was quite in demand at that time.Gradually it ventured into other outdoor gears such as rucksacks,sleeping bags, outdoor clothing and also selling some of imported climbing hardware.Though the manufacturing facilities were outsourced, it were relevantly engineered based on the hands-on experience of the wilderness.Based in Bengaluru,a small garage served as the company's office and shop.The struggle for scaling up the operations continued. Wildcraft got incorporated as a Private Limited company on 27 April 1998.
Still the company lacked a proper plan for the growth.The company ran into jeopardy when Dinesh joined as a instructor with the US-based National Outdoor Leadership School (NOLS), splitting his time between courses in India and the US.In 2003,the company began to run into losses.The situation got further complicated when after few years two of its three original partners resigned. Wildcraft got a new turn when two MBA graduates joined forces with Dinesh. Since 2007, Wildcraft is headed by a three member management team with Dinesh KS (a certified instructor in climbing and mountaineering from the National Outdoor Leadership School (NOLS), USA) heading the Operations & Design function, Gaurav Dublish heading the Marketing & Sales function and Siddharth Sood heading the Finance & Support functions.It became a Rs. 1 crore company in 2007.[2]
Today, the once struggling Wildcraft has 34 branded retail showrooms across India (including 12 franchised outlets). Approximately 25 per cent of the company turnover comes from sales at its 34 stores, of which 40 per cent is from company-run showrooms. The remaining revenue is from institutional sales, modern trade and trade.Its sales are no longer a Bangalore centric.The sales from Noida, Kochi, Chandigarh and Vashi (Navi Mumbai) showrooms make into its top five showrooms.The company has scaled up and now has two manufacturing factories — one in Bangalore and the other in Himachal Pradesh. It plans to become a Rs.100 core company by 2012-13 and Rs.200 crore by next four to five years.[3]
The list of product range in retail are:
In testimony with world class quality, Wildcraft has launched a Signature Series in September,2009.The products in this range are made from HDHD 1000D texturized w/r Nylon Fabric; stitched with Nylon bonded thread and bar-tacked for greater durability. It comes with a 25 year guarantee.Other products come with a guarantee of 5 years.
With the increasing popularity of cycling as a leisure activity in India[4], Wildcraft added a hydration pack for cyclists to its range[5] in 2008, as it supported the Tour of Nilgiris, a week-long bicycling tour across the Nilgiri Mountains in South India. This new addition has begun to extend the reach of the company in the outdoor space.
Wildcraft extends support to travel enthusiasts and athletes as well. From 2009 Wildcraft has started supporting Chea Marak, one of India's youngest & most promising climbers with her equipment needs[6]. Wildcraft in 2007 also supported Anu Vaidyanathan, India's only triathlete[7].
In August 2009, Wildcraft in association with the National Outdoor Leadership School (NOLS) in Wyoming, USA hosted the Wilderness First Responder(WPR), an 80-hour intensive course of handling medical emergencies in the wild.The WPR curriculum spans over 10 days and covers topics such as treatment of infectious diseases, management of musculoskeletal injuries like fractures, sprains, dislocations,head injuries, etc.[8].
Besides the exclusive stores and stores in multi branded stores, Wildcraft has its own online shop. The shipping of the products is free in India and delivery is made within 3 days.Some selected Wildcraft bags can be availed through myntra, one of the emerging e-commerce company of India.Myntra-Wildcraft
MTV India in partnership with Wildcraft have launched “MTV Gear” category during July, 2010. Under this range wide range of stylish outdoor gears are available which is appealing to the youthful and adventure loving mass. Bollywood actor Jacqueline Fernandez and three MTV VJs - Rannvijay , Bani J and Ayushmann - were present at the launch event.[9]