'I want Woodland to be the largest adventure retail brand'

It all started in a small shoe factory in Quebec, Canada, which made winter boots. Given the natural beauty of the country and the infinite possibilities of the great outdoors, it was but natural for the company to expand its footprint so that it could "touch the earth, breathe the wind, taste the water".

Thus, Woodland expanded to other parts of Canada, the US and the erstwhile USSR. A weak Russian market and cheap Chinese products in the Canadian market forced Avtar Singh, the founder, to explore newer territories.

Woodland entered the Indian market in 1992 and initially pitched itself at outdoor enthusiasts. It wasn't long before rock climbers, backpackers, hikers and trail runners began to run with the brand and the iconic Woodland tree logo became synonymous with 'adventure'.
 
As the new millennium beckoned with even greater possibilities, the company kept expanding its line of shoes, performance apparel and equipment to cater to the needs of those willing to go the extra mile for quality footwear and accessories that were smart, sporty and trendy.

Currently, Woodland commands a network of 350 exclusive stores worldwide, in addition to a presence in more than 3,000 multi-brand outlets in a number of countries. We caught up with the soft-spoken, New Delhi-based adventurist Harkirat Singh, managing Director, Woodland Worldwide.

Woodland is all about adventure. Is there an adventurer in you?

Absolutely! I am an avid adventurer with a dream to tame Mount Everest, if I ever get a chance to do so!

Perfect! Let's talk about your job. What do you love most about it?

You need to enjoy your work to be successful at it. I enjoy my work thoroughly, from developing new strategies to execution. They are equally important and interesting to me.

Is there something about your job you could do without?

Absolutely nothing. Every part of my job is detailed and important, and that includes even the smallest things like signing documents.

Let's go back a little. Where did you study?

I am a commerce graduate from Hindu College, Delhi. After that, I took a marketing course at Harvard Business School and then pursued philology at Moscow University.

You joined your family business after your education. What did you learn from it?

My job was to expand the reach of Woodland. It helped me develop my leadership capabilities and taught me how to understand the market.

Harkirat Singh

You became a CEO at 30. What motivates you?

I belong to a family of industrialists. At a very young age, I joined my family business because I was always interested in taking on responsibility. I inherited leadership qualities and skills from my father.

Who is that someone you look up to? What have you learnt from that person?

I look up to my father, Avtar Singh, for everything. He has been my godfather and he made me learn the intricacies of business. He was the one who created this brand.

Is it all work and no play?

Not at all. I like to play golf. It is my favourite pastime and certainly a good stress buster. I love to spend time with my kids. I believe there is always something you can learn from kids.

How do you keep abreast of what's happening in your field?

Even during my academic career, I used to spend my spare time learning the intricacies of the high-fashion shoe business. My team and I make sure we share updates on current developments across industries on a regular basis. We keep track of different markets and the competition as well. We also draw a lot of information from international seminars in different economies. We are always open to new ideas and changes in the market.

What is your morning ritual?

I believe in staying fit and, thus, my day begins with a visit to the gym. It not only helps me rejuvenate mentally but is also a great stress buster.

What about reading? What books do you have on your beside table?

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 realise one's potential. The World Is Flat by Thomas Friedman and Steve Jobs' autobiography are other inspirations.

Any favourite quote?

There are three responses to a piece of design – yes, no, and WOW! Wow is the one to aim for (Milton Glaser).

Which living person do you most admire?

Ratan Tata

What is your favourite movie?

I like to watch light comedy movies to de-stress. However, my all-time favourite movie is Sholay.

When was the last time you took a vacation?

I keep going back to Italy for the wide array of cultural and outdoor activities on offer - skiing, Alpine skiing, snowboarding, trekking and Nordic walking, mountain biking, not to mention excellent structures for ice skating. There's also swimming, tennis, horseback riding, the beautiful and evocative Alps… the list just goes on!

What do you admire most in people?

Simplicity. A person might achieve everything in life but being humble is the trait of a real person.

Where do you see yourself 10 years from now?

Ten years is a large leap to cover. I will certainly be in the same business, doing better than ever before. I am always making plans for a better family life and a good working environment. On the business front, I want to see Woodland become the largest outdoor adventure retail brand in the world.
 
If you could change one thing about your business, what would it be?

Resistance to trying something new and different. Embracing change and convincing stakeholders that it is good for them when the company sometimes asks them to come out of their comfort zones is something I would like to see. The hard part is all of us react differently to change and that's where leadership comes into play. We have to do the right thing, but the hardest time during any transformation is when the results haven't arrived and no one knows exactly when they will.
 
I work closely with my teams to instil conviction and belief within them to welcome change. What I would like to see is my people knowing they are all equally valued and knowing they can freely express their thoughts and ideas to their peers and superiors.

As told to Nivedita Jayaram Pawar

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