Rohit
When you see someone wearing a strong pair of brown trekking boots on a mountain trail, you’re likely seeing the hard work of Avtar Singh, the man behind Woodland. What started as a small shoe export business has turned into one of India’s most trusted brands for outdoor footwear and adventure gear.
This is the inspiring story of how Avtar Singh turned a small idea into a big success — by focusing on quality, hard work, and the belief that good products last longer.
How It All Started
Before Woodland became popular in India, Avtar Singh’s family was already in the shoe business. Their company, known as the Aero Group, made high-quality leather shoes that were exported to countries like Canada and Russia. These shoes were strong and made to handle cold, rough weather.
In the late 1980s, Avtar Singh noticed something important. India was changing — more people were looking for new types of products, and the market was opening up to global trade. He realized that instead of only exporting to other countries, his company could make those same strong boots for Indian customers too.
So, in 1992, Woodland was officially launched in India. The first product was a tough, high-ankle leather boot — the same kind that was being exported abroad. To everyone’s surprise, it became an instant favorite among Indian buyers.
Why Woodland Was Different
In the 1990s, the Indian market mostly had two kinds of shoes — formal office shoes and sports shoes from foreign brands. There wasn’t anything strong or stylish for people who liked trekking, traveling, or outdoor work.
Avtar Singh saw this gap and decided to fill it. Woodland’s shoes were strong, stylish, and long-lasting — perfect for people who loved adventure or simply wanted durable footwear for everyday life.
The brand also came with a powerful slogan: “Explore More.”
It wasn’t just a tagline; it became a way of life. Woodland started representing the spirit of adventure and exploration.
Woodland’s Journey Over the Years
| Year | Milestone |
|---|---|
| Early 1980s | Aero Group exports tough leather shoes to Russia and Canada |
| 1992 | Woodland brand launched in India with first outdoor leather boot |
| 2000s | Woodland expands into clothing, bags, and accessories |
| 2010 | Launch of “ProPlanet” – Woodland’s eco-friendly collection |
| 2015–2019 | More than 600 exclusive stores and 5,000+ retail points in India |
| 2020–2022 | Company focuses on e-commerce and survives pandemic challenges |
| 2023–2024 | Woodland reaches around ₹1,200 crore in revenue and keeps expanding |
Avtar Singh’s Belief: Quality Comes First
From the very beginning, Avtar Singh focused on one simple idea — “Make products that last.”
He didn’t believe in cheap shortcuts or flashy marketing. Instead, he believed that if you make something good, customers will come back on their own.
That’s why Woodland shoes are known for strong soles, thick leather, and handmade stitching. Every pair is made to last for years, not just months. Over time, Woodland also introduced eco-friendly materials and launched the ProPlanet line, which uses sustainable leather and recycled packaging.
This focus on quality and responsibility made Woodland stand out from other fashion brands that were more focused on looks than strength.
A Family Business That Grew Together
Avtar Singh started Woodland, but his son Harkirat Singh helped take it to new heights. As the company grew, Harkirat took over many operations — from marketing to retail expansion.
While Avtar Singh focused on the company’s manufacturing and product development, Harkirat built its identity as a modern adventure brand.
This father-son teamwork helped Woodland move forward without losing its original values. Today, Harkirat Singh is the Managing Director of Woodland, but the company still runs with the same principles that Avtar Singh started decades ago — honesty, durability, and trust.
Tough Times and Smart Moves
Every successful brand faces tough days, and Woodland was no different. The rise of global brands in the early 2000s meant more competition. Later, during the COVID-19 pandemic, most of Woodland’s stores had to shut temporarily, and sales dropped.
But instead of giving up, the company adapted. It focused on online sales, introduced lightweight products for indoor wear, and improved its digital presence. These smart moves helped Woodland stay strong and recover faster once markets reopened.
By 2023, Woodland had bounced back, with revenues again approaching ₹1,200 crore, showing that a brand built on quality can survive any storm.
The Heart of Woodland: Strong, Stylish, and Sustainable
Avtar Singh’s simple rule — “Make it strong, make it last” — can still be seen in every Woodland product.
Here’s what makes Woodland special:
- Strength: The products are designed for real-life use — whether it’s mountains, travel, or city life.
- Craftsmanship: Each item reflects careful design and attention to detail.
- Sustainability: Woodland’s ProPlanet collection uses eco-friendly materials and promotes a greener planet.
Woodland also organizes tree-planting campaigns and supports outdoor environmental causes. The company believes adventure and nature go hand in hand.
How Woodland Became a Lifestyle Brand
Over time, Woodland grew beyond footwear. It now makes jackets, backpacks, T-shirts, and outdoor accessories. The goal was clear — to create a complete outdoor lifestyle brand that represents confidence and adventure.
From being a local manufacturer, Woodland transformed into a global lifestyle brand, recognized for its toughness and reliability.
Today, you’ll find Woodland products not only in India but also in parts of the Middle East, Europe, and Asia. The company exports to more than 40 countries and has a strong retail network across India with over 600 exclusive stores.
Business Growth and Numbers
Woodland’s parent company, Aero Club, has built a solid business foundation. As of the 2023–2024 financial year, its revenue was close to ₹1,200 crore, showing consistent performance despite market challenges.
The company’s success is driven by its wide reach — over 5,000 retail points, a strong online presence, and its continued reputation for premium outdoor products.
What Entrepreneurs Can Learn from Avtar Singh
Avtar Singh’s success story offers valuable lessons for anyone dreaming of building their own brand:
- Start with what you know best.
Avtar Singh used his experience in shoe manufacturing to create a new market for outdoor shoes. - Fill a real gap.
Instead of copying others, he created something India didn’t have — stylish yet strong footwear for outdoor use. - Keep improving.
Woodland constantly updated its designs and materials to match customer needs. - Don’t rush growth.
The brand took time to expand but built a lasting name that people trust. - Pass the torch wisely.
By involving his son, Avtar Singh ensured Woodland’s values stayed alive while bringing in new ideas.
Where Woodland Stands Today
Three decades after its launch, Woodland remains one of India’s most loved brands for outdoor wear. It has grown from a single product line to a full lifestyle brand — offering shoes, jackets, gear, and more.
Its success story is proof that when a business is built on trust, quality, and purpose, it can stand strong no matter what challenges come its way.
For Avtar Singh, success was never about being the biggest — it was about being the best at what you do. And that’s exactly what Woodland stands for today.
Frequently Asked Questions (FAQs)
1. Who is the founder of Woodland?
Woodland was founded by Avtar Singh, under his family’s company Aero Group.
2. When was Woodland started in India?
Woodland was officially launched in 1992 with its first rugged leather boot.
3. Who runs Woodland now?
Avtar Singh’s son, Harkirat Singh, manages Woodland as its Managing Director.
4. What products does Woodland make?
Woodland makes footwear, apparel, backpacks, and outdoor gear known for durability and strength.
5. What is the “ProPlanet” initiative?
It’s Woodland’s eco-friendly collection that focuses on sustainability and reducing waste.
6. How big is Woodland today?
Woodland operates over 600 exclusive stores and more than 5,000 retail points in India, with exports to 40+ countries.
7. How much revenue does Woodland make?
According to business reports, Woodland’s parent company Aero Club earned around ₹1,200 crore in FY2024.
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Conclusion
Avtar Singh’s Woodland story is a great example of how determination and focus on quality can create something timeless.
From a small workshop to a global adventure brand, his journey shows that when you believe in your product and stay consistent, success follows naturally.
Woodland continues to grow with the same spirit — strong, simple, and sustainable — just like the boots that started it all.
