Timberland’s Journey in India: A Lesson in Branding
Today, we explore the story of Timberland, an international shoe brand that entered India with high hopes but exited after just six years. Despite the backing of industry giant Reliance, Timberland couldn’t establish a foothold in the competitive Indian market.
Timberland, an American brand known for its high-quality hiking boots and outdoor products, launched in India in 2009 under a licensing agreement with Reliance Industries Ltd. With 14 stores opened quickly, including exclusive outlets, the brand seemed poised for success. However, Indian consumers remained loyal to Woodland, a well-established local brand that had already created a strong identity.
The legal battle between Timberland and Woodland added to the challenges. Both brands had similar logos featuring trees and leaves, leading many to mistakenly view Timberland as a duplicate product. This confusion, coupled with the loyalty of Indian customers to Woodland, meant that Timberland struggled to gain recognition.
Founded in the 1970s, Timberland had a long history, while Woodland was established in 1990 by Avatar Singh and entered the Indian market in 1992. Woodland quickly became synonymous with outdoor footwear in India, making it difficult for Timberland to compete.
By 2015, after failing to overcome these hurdles, Timberland withdrew from India. Meanwhile, Woodland reported a turnover of 900 crore rupees for the fiscal year 2021-22, showcasing its resilience and ongoing popularity.
In conclusion, Timberland’s experience in India serves as a reminder of the importance of branding and understanding local markets. As the saying goes, “Better late than never,” but sometimes, it’s just too late.
