Timberland takes its first step in India

The journey began in 1952 with the start of the Abington shoe company in New England, USA. In 1973, the brand as the world knows it got its name the first water proof shoe they created called Timberland. What started off as a shoe back then went on to become the world’s leading outdoor brand. Timberland is now available at over 130 countries around the globe. No matter where you go, Timberland’s iconic yellow boot stands as an ever-green symbol of their high standard of quality and dependability of everything they make.

Timberland has set out on an all new expedition by partnering with Reliance Brands through a license cum distribution agreement to set foot in India. The brand opened its first Timberland store at Ambience Mall, Vasant Kunj, New Delhi. The exclusive store features a product line that spans across footwear, apparel and accessories for men, women and children.

Timberland’s dedication to making quality outdoor-proven gear is matched by their commitment to “doing well and doing good.” From a volunteer program that gives everyone on Team Timberland 40 hours a year to make a difference in their communities, to their industry-leading eco labeling initiative, to the way they source the materials – each and every decision they make is tied to a philosophy that “how you do” is as important as “what you do.”

As a pioneer who has always created products to enhance the pleasure of enjoying the outdoors, Timberland very early-on recognized the need to preserve the nature. Since then, Timberland has always been a strong advocate of environmental stewardship, globally.

To mark their official entry into the country, Timberland launches ‘UNSUNG HEROS – NOT STARRING JOHN ABRAHAM. A long-term visionary project that shall identify and celebrate all those truly contribute to nature, behind the scenes. In the words of John Abraham who shall play the role of presenting these people to the world, “They are the real heroes, but they are not actors”. Renowned documentary film maker Mike Pandey is also closely associated with the project.

“The Unsung Heroes project clearly reflects the partnership between two socially committed business giants, Timberland and Reliance. To us Unsung Heroes is not an event, it is a movement. And with John and Mike agreeing to partner with Timberland’s first CSR initiate in the country, we couldn’t have asked for more.” said Darshan Mehta, President and CEO, Reliance Brands Ltd.

“Being an actor and a nature lover, I felt a total connection the Unsung Heroes project. There are people who deserve appreciation and adulation for their efforts, who are never seen on camera. To me these are the true heroes. I feel honored that Mike and I have been given this opportunity to work with Timberland in finding the Unsung Heroes across India said John Abraham.

In the words of Timberland’s manifesto, “We have the ability and responsibility to apply our individual and collective talent, strength and passion to leave our footprint in a positive way around the world” he further added.

Timberland also plans to quickly trek to all major cities across India, in the near future.

About Timberland
Timberland (NYSE: TBL) is a global leader in the design, engineering and marketing of premium-quality footwear, apparel and accessories for consumers who value the outdoors and their time in it. Timberland markets products under the Timberland®, Timberland PRO®, SmartWool®, Timberland Boot Company®, howies® and IPATH® brands, all of which offer quality workmanship and detailing and are built to withstand the elements of nature. The company’s products can be found in leading department and specialty stores as well as Timberland® retail stores throughout North America, Europe, Asia, Latin America, South Africa and the Middle East. Timberland’s dedication to making quality products is matched by the company’s commitment to “doing well and doing good’-forging powerful partnerships among employees, consumers and service partners to transform the communities in which they live and work. To learn more about Timberland, please visit www.timberland.com. To learn more about becoming an Earthkeeper, visit www.earthkeeper.com

About Reliance Brands Limited
Reliance Brands Limited is a part of RIL Group of Companies. The company began operations in October 2007 with a mandate to launch and build international and domestic brand equity in the premium to luxury segment across apparel, footwear and lifestyle businesses.

About Reliance Industries Limited
Reliance Industries Limited (RIL) is India’s largest private sector company on all major financial parameters with a turnover of Rs. 2,00,400 crore (US$ 44.6 billion), cash profit of Rs. 27,933 crore (US$ 6.2 billion), net profit of Rs. 16,236 crore (US$ 3.6 billion) and net worth of Rs. 1,37,171 crore (US$ 30.6 billion) as of March 31, 2010.

RIL is the first private sector company from India to feature in the Fortune Global 500 list of ‘World’s Largest Corporations’ and ranks 117th amongst the world’s Top 200 companies in terms of profits. RIL ranks 75th in the Financial Times FT Global 500 list of the world’s largest companies. RIL is rated as the 15th ‘Most Innovative Company’ in the world in a survey conducted by the US financial publication – Business Week in collaboration with the Boston Consulting Group.

For further information

Reliance Brands Ltd.
Urvi Thakkar
Tel (022) 67673873
Mobile +91 99676 58870