India Now - page 28

26
FEBRUARY-MARCH 2015
|
EME RG I NG E NT R E PR E NE UR
W I L D C R A F T
Answering the call of the wild, the outdoors loving founders
have crafted a vision of success.
BY SANGITA THAKUR VARMA
Geared
for Adventure
I
t’s a homegrown company out
to “redefine India’s relationship
with the outdoors”. What’s more,
in just about a decade or so, it
seems to be succeeding in its mis-
sion. An outdoors and adventure gear
brand, Wildcraft has been garnering
rave reviews for its tough yet elegant
products and has cultivated a loyal band
of followers (as opposed to just buyers),
mostly among India’s youth. That is
not to say that the charm of Wildcraft
products is limited. In fact, outdoors
enthusiasts, cutting across categories,
are rooting for its ‘wild’ appeal.
So what is this startup’s story? Though
outdoors and adventure living started
to take off in India as late as the 1990s
and the market was dominated by major
international brands, it took a bunch of
diehard adventure enthusiasts to decode
consumer preferences and make a dent
in the market. The three co-founders—
Dinesh K S, Gaurav Dublish and Sid-
dharth Sood—bonded together over
their love for the outdoors and gave their
common passion a new direction—in
a garage. Part of the niche yet emerg-
ing group that perforce had to use the
bulky, heavy and ungainly, yet expensive
outdoor gear, either brought abroad or
second hand, the trio realised that there
was an urgent need to innovate in the
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