The brand Woodland is owned by Aero Group, the Flagship Company which began its operations in 1960’s and now has an asset base of over US$100 Million. Woodland was started in Quebec, Canada for making winter boots and entered India in 1992. Woodland was one of the brands that we launched in India from the vast portfolio of Aero Group. When we entered India, the footwear market was largely unorganised. Woodland created a new category of specialised ‘outdoor adventure sports’ shoes. Our product positioning was different and we were known as a rugged, outdoor leather shoe brand, the kind usually preferred by adventurists. The youth took a fancy to our shoes. That was in the beginning and we gradually developed a product line especially for India. We have always been an outdoor brand and very much in tune with nature. Whatever we do, it will never be against the environment but rather in consonance with it. It’s this connect that has been the soul of the brand. We not only build this association through our promotions, but also through our processes and practices. Woodland plans to leverage this association more strongly to further strengthen the brand by changing over its entire range of shoes and apparel to quality eco‐friendly products — made with materials and chemicals that don’t harm the nature; by making the manufacturing process less harmful to the environment; and by communicating and promoting the brand on the same lines. The intent is to make eco‐friendliness its brand recall. Woodland has always been an outdoor and adventure brand with close association with nature and environment. As part of our growth graph, we currently have 300+ company owned exclusive Woodland stores across various cities in India and are growing at the rate of 25 to 30%. The brand also has a presence in more than 3000 plus multi‐brand outlets in a number of countries.