Wildcraft casts a wider net for customers

Wildcraft will expand its range of products, build brand awareness and visibility

“People view us through the lens of utility,” says Gaurav Dublish, co-founder of Wildcraft, referring to the perception that customers have about his label, one that he is keen to change. People come to Wildcraft only when they need a trekking jacket or a tent that can weather an Indian monsoon and while that has helped the brand build a band of loyal customers, it is not enough, believe Dublish and his team. The Bengaluru-based company now wants a larger share of the adventure, travel-cum-fitness market and is looking to establish its brand among a wider network of consumers, especially