 "Doing business with social responsibility: What Woodland MD learnt from Ratan Tata")
Though founded in Quebec, Canada, over 25 years ago, Woodland made its presence felt in India in the post-liberalisation era of the 90s. The flagship of the Aero Group founded by Avtar Singh, the company is helmed by his son, Harkirat Singh, Managing Director. With a degree from Harvard Business School, besides a degree in Philology from Moscow University, Singh at first focused on the company’s exports to Europe and the US. The brand turned homeward to India as they felt a ‘connection’ with customers and the country, says Singh. Targetting a turnover of over Rs 1,300 crore by this fiscal, the company has introduced a slew of technological products like mosquito repellant shirts, anti microbial shoes,cooling shoes with a battery of a cell phone which can be charged for a day to be used for about 8 hours, etc., besides launching a digital magazine - Explore More - in the outdoor adventure space.
Singh talks to Firstbiz about the company and his plans to make it a 100 percent eco- friendly brand. Excerpts from the interview:
What are the key risks that you have taken?
Woodland has grown to be recognized internationally as one of the world’s leading manufacturers of extreme weather outdoor gear and outerwear with a strong foothold in the Indian market. We took a huge risk by shifting base to India from Canada. We connected with our customers through experiences that provide challenges and build a lifestyle around the brand - one that is outdoorsy and adventurous.
Who would you consider your mentor on your journey? How important is it to have one?
I feel it is very important to have a mentor, as you need that one figure that you can look up to and aspire to become.I look up to my father, Avtar Singh because I learned the intricacies of business from him. He created this brand and instilled in me the passion to carry forward his legacy.Other thanmy father, I admire Ratan Tata for doing business with social responsibility.
What is your strategy to fight competition?
I believe that healthy competition is necessary to keep you alive to challenges. Our strategy is to excel in technologically innovative products in the category of outdoor adventure and sports, which is like a ‘survival kit’ for the users.
What, in your opinion, should an entrepreneur do to succeed at business?
Entrepreneurs should have the knack to foresee the big picture before others do and take decisive action.A positive outlook is extremely important. In addition, the enthusiasm brought to the business each day is the glue that sustains the operations together. Perseverance and humility are imperative.
What changes have you noticed in the consumers in India where shoes and travel wear are concerned?
There have been advances in technology, change in demographics, and rise in disposable incomes. All this has altered the Indian consumers’ attitudes and preferences generating many business opportunities. Regardless of whether they buy a product over the Internet or in-store prior to purchase, consumers now tend to seek advice on and be influenced by online channels specific to the product category.
Having said that, [I believe] quality and value still continue to be at the heart of every Indian’s purchasing decision. A structured, proactive and tailored multi-platform strategy has become critical in today’s business environment. Those [companies] that move quickly to adapt their business models and embrace these changes can make the most of this new reality.
What is your vision for Woodland a few years down the line?
Over the years Woodland has been consistent in steadily expanding its footprint in the domestic as well as international markets. We will be growing at the rate at which we have been growing every year. Additionally, we are aiming to become a 100 percent eco friendly brand taking care of Nature and also, people.
What do you consider as your strengths?
Change is constant. We are a brand for the youth. We would love to adapt to changes in the interest of the organization and the people who make it. My team is my strength.
What is your business mantra?
I believe in setting higher goals and work towards achieving them. I strongly believe in my employees and we work with mutual trust. This helps me in empowering them to cultivate a sense of belonging with the brand. When you instill a sense of belonging in your people, they reciprocate by giving 100 percent to the brand and treating it like their own.Apart from this, I also believe humility and staying grounded takes one a long way, personally and professionally.
What is the book you are reading now?
I am reading_The Alchemist_by Paulo Coelho. It inspires me to follow my dreams and my inner voice. The book also talks about trusting one’s intuition and inherent desires and using them to realize one’s potential. The other books that have inspired me hugely are_The World Is Flat_by Thomas Friedman and Steve Jobs’ autobiography.