Woodland on its Green Path

11 Dec,2012

By Tuhina Anand


There has been an increased focus by brands today on being environment-friendly. The outdoor adventure brand, Woodland has been consistent in its effort to be Green conscious ever since its inception. However, now the company is making concerted efforts to imbibe a 360-degree approach going green. It started with in-house effort to go green in their manufacturing process to converting the retail stores to being environment friendly, now the effort it to communicate the same to consumers extensively and rope in partners who would help Woodland in their Green initiatives.


Talking about their approach, Amol Dhillon, Vice President-Strategy & Planning, Woodland, said, “We have been constant in our effort to be environment friendly and sustainability. Our campaigns like Eco Everest, Leave No Trace and Proplanet have always conveyed the message. Our effort is to be carbon neutral by 2015. In this direction we have started listing the eco index on our products and educate our customers on the amount of carbon footprint that they are leaving with each Woodland product.”


The company has been taking conscious effort to make earth a green place like its Eco Everest Campaign where teams of Sherpas who brought in trash from their climb in a bid to keep the Himalayas clean. Then there is the Leave no Trace campaign which is in collaboration with the music fests to connect with young TG and make them conscious about keeping the environment clean. In its effort, Woodland is looking at innovative ways to connect to the youth through popular interactive festivals and events like Sunburn (New Delhi) and Raagasthan (Jaisalmer). Woodland in partnership with these properties has been co-sponsoring the ‘Leave No Trace’ campaign to inculcate a sense of responsibility in the youth towards a clean and safe environment to meet their ultimate goal which is to inspire the next generation and increase their participation in the conservation of nature.


The initiative is heavily promoted by a 360-degree approach thus Woodland making its stance clear on environment and sustainability once again.


Mr Dhillon explained, “We are an outdoor and adventure brand and we believe that we must make an effort to keep our outdoors and environment clean thus we keep finding ways by which we can collaborate in our effort and thereby also connect with our TG.”


The company is now looking at partners with whom they can collaborate in their green initiative. It has recently joined hands with Lufthansa as their green partner and even with Royal Challengers Bangalore in their green initiative. The focus is to partner with more stakeholders in this bid.


Woodland last year committed 15 crore in its Proplanet campaign. In fact the focus is to allocate 5 percent of the total budget in innovation and communication of Green projects.


Woodland hopes to end this financial year with 400 stores that are not just in tier 1 and II towns but also in tier III and IV tows too. The company has been seeing a year-on-year growth of 30 percent in the last few years and in fact the sales this year in November is 50 percent more than compared to the same month last year.


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