Woodland is one of the largest and premium brands of footwear. Some people consider it a foreign company, but it started in Delhi. At present its brand value is Rs 1,250 crore. Know how the foundation of badland was laid due to partition…
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Woodland is one of the largest and premium brands of footwear. Some people consider it a foreign company, but it started in Delhi. At present its brand value is Rs 1,250 crore. Woodland has access from the Middle East to Hong Kong and Dubai. India contributes 75 percent of its earnings. The company started with the Aero Club that made winter boots for Canada and Russia in the 80s.
Aero Club was founded by Avtar Singh of Delhi. Although Avtar Singh was associated with the shoe business since the 70s but did not have any brand of his own, so started the Aero Club in 1980. The biggest partner of the company was Russia. When the Soviet Union was partitioned in 1992, the market fell apart. Orders that reached Russia from India were canceled overnight. The huge stock of shoes prepared for Russia became a cause of trouble.
The foundation of the woodland lay like this
The weakening of Russia’s market had a direct impact on Avtar Singh as he had those rough-tough shoes in his stock which were specially made for the cold weather of Russia. They were handmade shoes sewn from thick leather was prepared. The soles were made of hard rubber so that the shoes could last longer.
Avtar Singh decided to sell those shoes in India. Those shoes were introduced in the Indian market under the Woodland brand name. In the initial phase, two showrooms made brand outlets in Connaught Place, Delhi and started selling them. Strong and long lasting, these handmade shoes were well received. Over time, its popularity grew so much that the company has 600 brand outlets across the country.
In the initial phase, the shoes were introduced with black, khaki, olive and camel color schemes. Over time, this brand made its own identity among the Indian youth.
Made a mark in the accessories market too
After the shoe brand was established, Avtar Singh launched tracking shoes and bags to make a mark as an adventure brand. Gradually, the company launched many such products through which directly targeted the youth. The company’s products introduced for the youth were well-liked.
Currently, Harkirat Singh, son of Avtar Singh is doing the work of taking the company forward with the new generation. After graduating from Hindu College in Delhi and studying at Harvard Business School and Russian State University of Trend and Economics, he is now handling the responsibility of managing editor of the brand.
Indian youth’s choice is the driving force of change
Harkirat says, after China, India is the world’s largest supplier of shoes. He believes that challenges must be faced for a brand to grow. He says, challenges are not less in India too. Keeping this in mind, we design shoes according to the need of the youth and present a new design every month. Keeping in mind the supply chain, we recall the unsatisfied products and launch new products. Indian youth do not stick to any one brand, this is the reason that motivates us to change ourselves and come up with something new.
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