Outdoor sports have seen a significant surge in popularity throughout the world, driven by an increasing desire for adventure and a healthy lifestyle. From hiking and trekking to camping and mountaineering, Indian outdoor enthusiasts are also exploring the diverse and challenging terrains the country has to offer. According to a Technavio report, the global outdoor apparel market size is estimated to grow by USD 6.53 billion at a CAGR of 6.13% between 2023 and 2028.
To cater to this growing passion for outdoor activities, Columbia Sportswear, a globally renowned brand, brings its range of high-performance gear to the Indian market. With a commitment to quality, innovation, and sustainability, Columbia offers a wide array of products designed to keep adventurers protected and comfortable in any environment.
Ankur Bhatia, CEO of Chogori India Retail Ltd – Columbia Sportswear | Adventuras (India & South Asia) shares his insights into how the outdoor sports market has surged globally, with a significant rise in demand for sustainable, high-performance gear. Columbia Sportswear, now widely available in India, caters to this trend with innovative products and a strong retail and online presence.
Product Offerings
Columbia Sportswear offers an array of outdoor sportswear and equipment in India, catering to diverse outdoor activities such as hiking, trekking, camping, and more. The brand’s product lineup includes high-performance jackets, pants, shirts, footwear, and accessories designed to keep adventurers warm, dry, cool, and protected. Specialised gear like backpacks, sleeping bags, and tents, are also available which ensure Columbia’s customers are well-equipped for all outdoor adventures.
Vision Behind Adding Columbia to Portfolio
With a vision to cater to the growing demand for high-quality, technologically advanced outdoor gear, Chogori has added Columbia to its portfolio, says Ankur Bhatia.
“Our vision behind adding Columbia to our portfolio was to bring a globally trusted and innovative brand to the Indian market, enhancing the outdoor experience for enthusiasts. We aimed to cater to the growing demand for high-quality, technologically advanced outdoor gear that can withstand India’s diverse and challenging terrains,” he says.
Target Audience in India
Columbia is popular among the Indian consumer for its innovative and technologically advanced products. Its jackets, advanced thermal jackets, hiking boots, and outdoor pants are among the most popular categories among the Indian consumers.
“Our target audience comprises outdoor enthusiasts, trekkers, hikers, and adventure seekers who value performance, durability, and innovation. We also cater to urban consumers who appreciate stylish and functional outdoor wear for everyday use,” says Bhatia about their target audience in India.
Market Presence
Columbia Sportswear has established a strong presence in India with 40 retail stores spread across major cities like Delhi, Mumbai, Bangalore, Pune, Hyderabad, Surat, Ahmedabad, and Kolkata. The brand also boasts a dedicated e-commerce site and offers its products on popular online marketplaces, including Amazon, Myntra, and Tata Cliq. Additionally, Columbia leverages a distribution model with third-party retailers to reach an even wider audience.
Unique Selling Proposition
- Advanced Technology: Columbia Sportswear excels in product quality, leveraging advanced technologies such as Omni-Heat™, Omni-Tech™, and OutDry™ to ensure superior performance and protection.
- Competitive Pricing: The brand offers its products at competitive pricing, while providing excellent value for the quality and innovation they deliver.
- Customer Satisfaction: Columbia prioritises customer satisfaction, consistently earning positive feedback for the durability, functionality, and comfort of its gear.
- Sustainability & Innovation: The outdoor gear brand is renowned for its commitment to sustainability and relentless innovation.
Digital & Marketing Initiatives
Bhatia highlights the strategies used to market and promote Columbia in India. “Our marketing and promotional activities in India focus on experiential marketing, influencer collaborations, and digital campaigns,” he says.
Recently, Columbia launched the ‘Adventure on Wheels’ IP, a 1600+ km road trip from Mumbai to Bangalore with four influencers participating in various adventure activities.
“We also engage in social media marketing, SMS marketing, and outdoor marketing to reach a wide audience. Additionally, we run seasonal promotions and participate in outdoor events to connect with our customers and showcase our products,” Bhatia explains.
Expansion Plans
Columbia is poised for significant expansion over the next 1-3 years, with plans to open new stores in key cities and increase its presence in tier II and III cities. The brand aims to enhance its e-commerce capabilities and strengthen partnerships with online marketplaces. “Our strategy includes introducing new product lines and technologies to meet the evolving needs of Indian consumers,” says Bhatia. Additionally, Columbia plans to launch Mountain Hardwear in India, further diversifying its portfolio.
Omnichannel Presence
To improve its omnichannel presence in India, Columbia is integrating its online and offline channels to provide a seamless shopping experience. This includes offering services like same day delivery, easy returns, and consistent product availability across channels. The brand is enhancing its e-commerce platform with better navigation, personalised experiences, and faster delivery options while leveraging data analytics to understand customer preferences and tailor its offerings accordingly.
Emerging Categories in Outdoor Gear and Equipments
- Sustainable Gear: According to Bhatia, there is a growing demand for sustainable outdoor gear which incorporate recycled materials and eco-conscious manufacturing.
- Compact Gear: There is a high demand for ultra-light and compact gear that is easy to transport, as well as multi-functional items like convertible jackets and pants.
- Enhanced Thermal Protection: Advanced insulation and breathable waterproof materials are becoming increasingly popular, providing enhanced thermal protection for outdoor activities.
- Specialised Gear: Specialised gear for activities such as mountaineering and other adventure sports is also on the rise.
- Safety Equipment: Safety equipment, including portable headlamps, multi-tools, and high-quality trekking poles, is becoming essential for outdoor enthusiasts.
Notable Shifts in Consumer Behaviour in Outdoor Segment
In the last 5-10 years, there have been significant shifts in consumer behaviour in outdoor wear. Consumers are increasingly prioritising sustainability and eco-friendliness, seeking products that minimise environmental impact. There is also a growing demand for versatile, multifunctional clothing that can be worn for various outdoor activities, says Bhatia.
The emphasis on high-performance outdoor wear has grown, with consumers valuing quality, durability, and advanced technological innovations such as improved insulation and waterproofing. Additionally, consumers are more informed and discerning, expecting products that offer both style and functionality. Online shopping has become a dominant trend, with consumers preferring the convenience and variety it offers.
