Wildcraft unveils new brand identity to boost outdoor segment

One of India’s fastest growing outdoor brand Wildcraft has unveiled a new identity, product range and marketing strategy as a part of its strategy to build the Indian outdoor segment. The brand’s revitalized presence include: new logo and theme alongside new additions to its product portfolio. Wildcraft’s leadership believes that the fresh approach combined with aggressive expansion of the brand over the past few years could exponentially grow the company’s share of the 2 billion dollars (over Rs 12,600 crores) Indian outdoor market.

Wildcraft, one of the country’s first brands to offer performance-driven outdoor gear, aims to redefine the outdoor segment through a series of bold moves. Elaborating on their plans, Dinesh K S, Founder says, “From the beginning, whether it was ergonomically designed backpacks or carefully crafted tents, the brand has been focused on quality, innovation and most importantly, performance. This continues even today.” The company’s HypaDura collection with lifetime warranty, for instance, uses the industry’s lightest and most reliable and durable materials such as RobicTM, Hypalon and Litecell foam.

Elaborating on Wildcraft’s strategy, Gaurav Dublish, one of the three co-founders of the company says, “From rucksacks to jackets, tents to shoes, Wildcraft products are available in over 120 exclusive and over 2,500 multi-branded stores across over 400 Indian cities. Our diversified distribution strategy includes exclusive stores, modern trade chains, distribution to traditional multi-brand outlets, institutional partnerships as well as e-commerce portals.”