Organization Structural Training

Wildcraft India Pvt. Ltd.

By Saurav Kumar Kalita, 2227652

MISSION VISION CORE VALUES

CHRIST is a nurturing ground for an individual’s Faith in God | Moral Uprightness
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holistic development to make effective contribution to Love of Fellow Beings
the society in a dynamic environment Social Responsibility | Pursuit of Excellence
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Introduction

● Indian clothing and accessories company, headquartered in Bangalore

● Products sold in 200+ exclusive stores and 4000+ multi-branded stores

● Known for its versatile, multi-functional products

● Employs more than 30,000 people

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Organization History

● Founded by Dinesh K,S, in late 1990s

● Started out from a garage with a team of 8 people.

● Directors Gaurav Dublish and Siddharth Sood

joined the team in 2008.

● Initially faced many challenges

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Product Profile
● Wildcraft products are divided into 3 sub-brands – Wildcraft, Wiki and Torq

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Product Profile

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Product Philosophy

● F – Functional

● L – Lightweight

● W – Water Resistant

● R – Reliable

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Mission, Objectives and Strategies

OPEN

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Acumen An Active Excellence
Lifestyle

Generic to Category
Brand Portfolio Entrepreneurial

TRUST

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Organization Structure
● Wildcraft India Pvt. Ltd. has adopted the Functional type of organizational Structure

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Policies

● Leave Policy

● Performance Management Policy

● Prevention of Sexual Harassment Policy (POSH)

● Reimbursement Policy

● Whistle-blower Policy

● Product Benefit Policy

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Functions of various departments and their

managers

● IT & Systems – Aditya Upadhyay

● Product Management – Bhupinder Singh

● Manufacturing and Supply Chain – Gifi Gopalakrishnan

● Distribution – Himanshu Ranjan

● Business Strategy – Kumar Rohan

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Functions of various departments and their

managers

● Business Support – Laskmi Narayan Vinod

● Marketing – Pawandip Singh

● Design – Prasenjit Kundu

● Human Resource – Shyamala Deshpande

● E-Commerce – Somak Dhar

● International Business – Syed Faheem

● Brand & Category Management – Vipul Sirohi

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SWOT ANALYSIS

Strength:

● Design and Distribution

● Niche market in India of outdoor gear

● Has the advantage of being a strong first mover in the category

● Has good International brand presence

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SWOT ANALYSIS

Weakness:

● The company is relatively new compared to industry leaders

● Limited market share growth and high brand switching due to many options

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SWOT ANALYSIS

Opportunities:

● To capitalize on the fact that it is a first mover and hence become known completely

for any outdoor requirement

● To create a market for itself by creating awareness

● Tap international markets with more advertising

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 2. Duplicate and fake imitations affect brand
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SWOT ANALYSIS

Threats

● International brand slowly entering into the market with their expertise and strong

brand name

● Duplicate and fake imitations affect brand

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Key Result Areas (KRAs) of the organization

● Revenue generated (1000cr revenue by end of 2022)

● Launch of new products with of potential of setting a trend

● Launch of new outlets

● Expand business to new countries

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Significant Factors of Success

● Product is the DNA of the company

● Efficient Supply Chain Management

● Sequoia Capitals backing

● Solid business model

● Niche target market

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Product Promotional Measures

Above The Line Marketing

● TV and newspaper ads
● Billboards
Below The Line Marketing
● Attractive branding & merchandising
● Catchy slogans
● Social Media Marketing

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Career Planning and Promotion Policy

● Stringent procedure of recruitment

● Performance based promotion and appraisal system

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Training Measures

● Regular interactive activities

● Regular workshops for skill development (like MS Excel)

● Regular seminar to create awareness about workplace conduct

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System followed for purchase of materials

● Purchasing by requirement: Order is placed for materials only when it is required for
the manufacturing of a product

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Financial Highlights (2019 -

Financial Highlights 2021)
600

Amount (in crores)

2019 500
400
● Net Revenue: 325.25 cr 300
● Operating Cost: 334.39 cr 200
● PAT: -23.03 cr 100
0
2019 2020 2021
2019 Year
● Net Revenue: 322.01 cr
Net Revenue Total Operating Costs
● Operating Cost: 306.86 cr
● PAT: 2.91 Profi t Aft er Tax (PAT)
5

2019 0
2019 2020 2021
● Net Revenue: 515.68 cr -5

● Operating Cost: 495.23 cr -10

● PAT: 3.19 -15

-20

-25

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Futures Plans for Growth

● Add 50 new stores every year

● Annual revenue of 1000cr

● Addition to clothing and footwear performance line

● Establish presence in 100 cities with exclusive stores (currently in 65 cities)

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Advantages & Drawbacks of the Organization

Structure
Advantage:
● Specialization
● Operational Speed & Clarity

Drawbacks:
● Lack of interaction across departments
● Different goals for different departments
● Maintaining coordination between the departments
● Territorial disputes

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Recommendations

● Regular inter-department activities to promote healthy relationship

● Keep employees aware of the common goal of the organization

● Training measures to enhance communication skills of the employees

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Thank You!

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