“DEVELOP AN INNOVATIVE PRODUCT THAT WILL MAKE YOU
A DISRUPTOR. THEN YOU CAN PUSH MARKETING TO
CREATE AWARENESS AND GENERATE DEMAND.”
LEADERSPEAK
HARKIRAT SINGH
MD, AERO CLUB (OWNS FOOTWEAR MAJOR WOODLAND)
Singh entered the family business in 1993/94, scaled up the brand to `1,250 crore and ventured into new
categories. Its sub-brand Woods emerged as a disruptive lifestyle package with a standalone retail chain and
global presence, growing at 15 per cent YoY and accounting for 25 per cent of the group’s annual turnover.114
Q. The biggest challenge in your career
A. When I took the reins, customers wanted
us to create a product line for formal and
party wear as they appreciated the quality
of Woodland products. The domain was
different, and eventually, we launched
Woods, a sub-brand with its roots in London
fashion, instead of diluting the outdoor
integrity of Woodland. Creating a formal-
cum-fashion brand away from our core
product was the biggest challenge.Q. Your best teacher in business
A. I would say Steve Jobs. He has always
inspired me to focus on the product before
anything else. The product makes the
brand, and nothing else matters.Q. Key lessons for young people
A. I believe in three key lessons. Develop
an innovative, world-class product that will
make you a disruptor. Then you can push
marketing to create awareness and generate
demand. Second, be patient and prudent
when you are taking a risk. Finally, invest in
teamwork and believe in your team.Q. Two essential qualities of a leader
A. Creativity and innovation should come
first. Ours is a tech-led outdoor brand that
combines innovation with safety to empower
explorers. With that in mind, we ask our
people to share their wildest imagination.
That is how we have developed products
such as anti-microbe or warm-grip shoes
or hands-free brollies. Leaders should
also delegate and empower. So, we have
cross-functional brainstorming where any
department can come up with ideas for
another – marketing can contribute to design
PHOTOGRAPH BY REUBEN SINGH or sales may have suggestions for factories.Vol. 28, No. 17, for the fortnight August 12-25, 2019. Released on August 12, 2019. Total number of pages 116 (including cover)