Brings forth New India’s defining anthem – ‘Hain Taiyyar Hum’, exhorting Indians to be Ready for Anything!
Youtube link: https://youtu.be/dolDnSzIZbQ
National, June 5, 2020: Wildcraft India Pvt. Ltd. (WIPL) embodies the spirit of “SELF-RELIANT” India: Make in India, by India, for India and the world - and is a pioneer in the outdoor & tactical gear category. Wildcraft’s brand philosophy has always been to encourage people to “rekindle the explorer within each of us, by embracing the uncertain and take the road less travelled! Today, when India & the world is grappling with fear and uncertainties and taking steps to adapt to the new normal, Wildcraft India – an Indian born brand takes their mission forward by entering the Personal Protective Gear (PPG) segment as a commitment to serve the nation during this unprecedented crisis.
This new normal requires one to relook at our ways, our beliefs, our attitudes & while we do this, at Wildcraft we believe we should use our passion as fuel & propel ourselves to embrace the uncertain. Being true to this belief, Wildcraft recently launched a versatile, functionally engineered, head to toe product line which included the tactical gear category. Under the tactical gear category, Wildcraft has developed an innovative 90-liter technical rucksack, that has been designed, developed & approved as the gear of choice recently for Indian Defense establishment. Wildcraft also developed a re-usable PPE coverall (Hz Series of Hazmats) to assist the Ministry of Textiles to overcome its urgent requirements & address the needs of Indian medics. Wildcraft India has also launched the Supermask™, with the proprietary filtration system for three types of particles. Each layer of the Supermask™ is engineered to filter out the coarser dust particles, bacteria and pathogens. It also offers effective splash resistance to prevent droplet penetration and moisture management with the super soft fabric. Wildcraft SupermaskTM has been approved by government accredited agencies as per the parameters specified by BIS. Priced at only INR 150 per piece, reusable Supermask adheres to highest quality and safety standards.
As Wildcraft India strengthens their PPG category, the India-born brand releases an inspirational anthem ‘Hain Taiyaar Hum’ that beautifully captures India’s vibrant diversity, indomitable spirit and its zeal for life. Composed by Abhishek Arora, sung in the uplifting voices of Nooran Sisters & conceptualized by Ogilvy India, the anthem aims to empower Indians to be prepared for the new order with a blend of safety, style & self-belief.
Talking about the anthem launch and their efforts to make the protective masks available for Billion India’s, Gaurav Dublish, Co-Founder said, “As part of our commitment to enable people rekindle the explorer within, Wildcraft – an Indian-born head to toe outfitter, that pursues MAKE IN INDIA truly in spirit, is equipping Atma-Nirbhar Bharat to set the tone for the world. To ensure Supermask™ is easily accessible to every citizen, we have also ramped up our distribution & are available across 1000+ cities in addition to 1,00,000+ retail points-of-sales across India. Additionally, we have also partnered with multiple platforms to augment our ability to create ACCESS & AWARENESS in these unprecedented times. We genuinely believe that each one of us has it in us to step-up with a fresh purpose & with a renewed zeal for life. ‘Hain Taiyaar Hum’ campaign is our clarion call to our nation to step-out with confidence & help them equip themselves to follow their passion.”
Mr. Siddharth Sood, Co-Founder, further added “In 2016, we forayed into the Tactical & Safety Gear category, & have recently innovated the ‘Wildcraft Supermask™’. Supermask™ comes with a proprietary filtration system and adheres to the Bureau of Indian Standards of quality & safety. We strongly believe that what is today a health crisis, & is evolving into an economic crisis, will also turn into a global environmental crisis with the mammoth amount of non-biodegradable disposables being left behind in its wake. At Wildcraft we have worked on revolutionary technology, that provides an exceptionally safe, stylish, reusable and hence an environment-friendly solution, at incredible prices.”
The company’s masks and PPG suits are available across all leading general and modern trade outlets, leading e-commerce websites and Wildcraft showrooms near you. Also available on www.wildcraft.com
About Wildcraft India:
Wildcraft is a brand born for the open air. Whether it’s a hill or a mountain, the forest or the countryside, the great outdoors can invigorate you like no other, and Wildcraft - Asia’s leading head–to–toe outfitter - equips you with the means to experience it.
With deep investments in building manufacturing expertise across Karnataka & Himachal Pradesh, Wildcraft commands a leading position in the outdoor & tactical gear space on the back of R&D led product-innovations, distribution and an exceptionally credible brand positioning.
Wildcraft India, headquartered in Bangalore with manufacturing plants in Bangalore (Karnataka) & Solan (Himachal Pradesh), is an Indian-born outdoor and tactical gear firm incorporated in the year 1998. Since its inception 22 years back, the company has transitioned from a hobbyist ‘garage’ brand to a Rs. 1000cr revenue firm committed to enabling and enhancing India’s pursuit of the great outdoors. Wildcraft India’s product portfolio includes winter jackets & rain-cheaters, bermudas & convertibles, outdoor tees & shorts, all terrain shoes & sandals, versatile backpacks & duffels, tactical rucksacks & combat kits, trekking & camping accessories, & today hazmats & respirators for pursuits like travelling, backpacking & trekking. The company caters to the diverse needs of the country with a portfolio of three brand –
- Wildcraft, for the backpacker in each of us,
- Wiki, for the artist in each of us
- Torque, or the migrant in each of us.
Keeping the business’s philosophy of “rekindling the explorer, & embracing the unknown” at its heart, the company has forayed into various unchartered categories.
Wildcraft India products are designed to work with, & not against, the elements and are available in over 200 exclusive stores and 1,00,000+ multi-branded stores in over 1000 cities in India & across the globe.
Wildcraft’s astute R&D capabilities were recently put to test by the India Defence establishment.
After 3 years of rigorous research, & multiple user-testing & samplings across extreme conditions, Wildcraft has designed & developed, for the Indian Armed Forces a technical rucksack after rigorous research & development efforts has been selected for supplies to the Indian Army.