Left Menu
Development News Edition

Footwear giant Bata India aims to focus on volumes and draw a balance between premium and masses

"The first thing is design, which we want to make more contemporary. The next is our store decor and the layout and the third is communication through advertisements," said CEO Sandeep Kataria.


Footwear giant Bata India aims to focus on volumes and draw a balance between premium and masses
"Revenue will come from the new and renovated stores. The franchisee stores will mostly cater to the tier-II and tier-III cities," Khanna said. (Image Credit: Twitter)

In a strategy shift, Bata India Ltd is aiming to focus more on volumes and recalibrate its balance between premium and mass segment products to fuel its next phase of growth, Chairman Uday Khanna said today.

"To put it very bluntly, our volumes have not grown because our focus was premiumisation. Therefore, now we have a portfolio where we feel that emphasis will be on both premiumisation and volumes. That will be our next line of growth," he told reporters here, after the company's 85th annual general meeting here.

The footwear major is also betting big on its push for strengthening the brand among the youth, and has drawn up a three-pronged approach towards this endeavour, he said.

"The first thing is design, which we want to make more contemporary. The next is our store decor and the layout and the third is communication through advertisements," said CEO Sandeep Kataria.

As a part of this strategy, Bata has rolled out the 'Red Angela' store concept with a red and white "colour touch format" that is aimed at standardising the Bata brand identity, he said.

The first such store opened in Kolkata earlier this year, followed by Delhi.

The company plans to add around 100 new retail stores and 50 franchisee outlets in the fiscal 2017-18, Kataria said, adding, the aim is to take the franchisee count to 500 over the next few years.

"Revenue will come from the new and renovated stores. The franchisee stores will mostly cater to the tier-II and tier-III cities," Khanna said.

To connect with the youth, the company has recently roped in young actors and sports personalities. It spends about 2 per cent of revenue on advertisements.

Bata India will invest around Rs 100 crore capex in the current fiscal, mostly on rebranding, modernising plants and setting up new stores.

In terms of its digital thrust, the footwear maker is planning to associate itself with more e-commerce players and use in-store technology to hold on to customers.

"As a pilot, we have introduced the 'Bata @ Home' concept, where customers can choose and pay for a product at the store, and get it delivered at home within 48 hours," Kataria said.

It has 130 such stores at present in Delhi-NCR, and plans to expand this to more outlets by the end of this fiscal.

E-commerce currently accounts for 4-4.5 per cent of the company's revenue. The figure will move into double digits "pretty soon", Kataria said.

(This story has not been edited by Devdiscourse staff and is auto-generated from a syndicated feed.)

Download The Devdiscourse News App for Latest News.


TRENDING

OPINION/BLOG/INTERVIEW

Beware! Maximum cyber criminals eye your personal data

A report of the World Economic Forum revealed that cyber security is increasingly becoming an issue of public security as the majority of cyber criminals are increasingly targetting individual internet users. This requires preventive measur...

WEF 2020: Trump seems politically correct in pulling out from Paris Agreement

If the survey of the World Economic Forum WEF is believed, Trump seems to enjoy the confidence of his people in flaying climate intuitions and climate activists. His preference for economic development over environmental protection not only...

From home to healthcare, here are Robotic innovations transforming lives

Lovot is equipped with more than 50 sensors such as thermography, microphone array, obstacle detection, and touch sensor to generate motion and emotions in real-time....

Translating words to deeds: Achieving gender parity in access to financial resources

... ...

Videos

Latest News

16 Point Agreement has been maligned by vested interests: Ex-Nagaland CM

Former Nagaland chief minister S C Jamir on Sunday lamented that over the years, the 16 Point Agreement was maligned by vested interests, including those who were enjoying the fruits of statehood. In their mistaken and often comforting beli...

UPDATE 1-U.S. presidential hopefuls Sanders, Biden in tight race in early primary states -polls

U.S. Senator Bernie Sanders and former Vice President Joe Biden appeared to be locked in a tight race for the Democratic presidential nomination, with only days left until voting begins, a couple of surveys indicated on Sunday. Sanders led ...

Nadda alleges AAP and Congress behind anti-CAA protests

BJP President JP Nadda on Sunday said that AAP and Congress are behind the protests in various parts of Delhi against the amended Citizenship Act. Some people are sitting in baghs gardens these days. Some are sitting in this bagh, some in t...

Anti-CAA protestors detained in Chennai

Anti-Citizenship Act protestors were detained by the police in the citys Valluvar Kottam area on Sunday. Earlier on Friday too, a protest was held against the Citizenship Amendment Act CAA, the National Register of Citizens NRC and the Nati...

Give Feedback