'Woodland' is owned by Aero Group and was born in Quebec, Canada as specialized winter boots and it ventured into India in 1992 with a select yet specialized product-line. When Woodland entered India, the footwear market was largely unorganized. Woodland created a new category of specialized 'outdoor sports' shoes. Their product positioning was different and they were known as a rugged, outdoor leather shoe brand, the kind usually preferred by adventurists. The youth took a fancy to their shoes. That was in the beginning and they gradually developed a product line especially for India.