BENGALURU: Outdoor brand Wildcraft has unveiled a new brand identity in Bengaluru. The company also revealed its plans to be synonymous with the Indian outdoor industry. The brand’s revitalized presence includes a newly designed logo and theme alongside extensive additions to its product portfolio. The company also announced its first mass media campaign including a TVC.
One of the country’s first brands to offer performance-driven outdoor gear, Wildcraft is now seeking to define the Indian outdoor segment through a series of bold moves. The Rs 250 crore brand has now targeted Rs 2000 crore by 2020. 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, says Wildcraft.
Wildcraft India CMO Simeran Bhasin said, “Our 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 our company and forms the basis of every consumer touch point from our retail stores to our website and TVCs. Our marketing communication strategy is in line with our efforts to inspire, educate, inform and equip people to experience the outdoors and, consequently, recognise Wildcraft as a performance-driven, head-to-toe outfitter. We will do this through immersive experiences across traditional, digital and social media.”
Elaborating on Wildcraft’s strategy, Gaurav Dublish, one of the three co-founders of the company said, “We are not short on ambition. Today, from rucksacks to jackets and tents to shoes, Wildcraft products are available in over 120 exclusive and over 2,500 multi-branded stores across 400+ key 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.”
Wildcraft co-founder Siddarth Sood added, “Our plan is to push the boundaries of product design in order to give our users gear they love and trust. Coupled with the expansion of our manufacturing capabilities this will reinforce Wildcraft’s status as a one-stop-shop for outdoor lovers across the country.”
