Bata India goes for a makeover

December 2, 2004
New Delhi

Buoyed by the success of the 'Power' brand, which is witnessing an increase of 15 per cent quarter on quarter, Bata India, India's largest manufacturer and marketer of footwear products, is launching a new range in the 'Power' category.

The company has also introduced, for the first time a revolutionary product in the field of comfort footwear, REVERSO, which offers unmatched style and comfort.

Recognised as a household name in India, Bata has already captured 24 per cent market share in the organized footwear market. The company is now looking at a turnover of Rs 840 crores by the end of next year. The company also shared its new marketing and retail initiatives.

As a step towards rejuvenating the brand, the company is repositioning itself as a market driven, fashion conscious lifestyle brand with an emphasis on service and production. The company recently introduced international styles and trends for women, men and kids, which have gone a long way in providing a trendy and contemporary image to the company.

The company has also revamped its marketing operations and introduced new concepts in retailing, adding a new dimension to consumer experience with its Flagship, City, Family and Bazaar stores that cater to different segments of the market. Further, to capture the retail boom in the country, the company decided to move its Head Quarter to Gurgaon this year.

The company's conscious decision to cleanse its wholesale business by building relationships with credit-worthy buyers and converting three of its wholesale depots to 'Cash-n-carry' on a trial basis has started to show positive result. Bata has also made investments to the tune of Rs 2 crores in the current year to improve on its logistics and distribution system. Large investments have also been made in the area of Information Technology to integrate approximately 150 stores in real-time information capturing.

Speaking on the occasion, Mr. Stephen J Davies, Managing Director, Bata India Ltd. said, "The launch of the new range is part of our overall strategy to be future ready and face competition head on. The emphasis is also on presenting a contemporary and trendy brand image, which translates to both its product and corporate culture." He further added, "The recent restructuring of our retail division is also expected to add a fresh impetus to the company's vision of continuing to be a truly global retailer, offering products to today's fashion conscious youth as well as people from all walks of life.

Bata today sells over 60 million pairs of shoes annually throughout India and in overseas markets such as USA, UK, Europe, Middle East and Far East. The company also markets international brands, like Weinbrenner, Hush Puppies, Dr Scholls, Reebok, Adidas, and Azaleia. The other most popular Bata brands include Power, Marie Claire, Bata School Shoes, Sandak, Bubblegummers, Bata Hawai and Bata Industrial. 'Power', one of the highest selling brands of the company is showing steady growth in sales year after year.