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The company has also introduced, for the first time, what it calls
a
`revolutionary product’ in the field of comfort footwear: Reverso.
According to Bata India Ltd MD Stephen J Davies, "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."
Though recognised as a household name in India, a financially beleaguered
Bata has managed to capture 24 per cent market share in the organised
footwear market. The company is now looking at a turnover of Rs.8,400
million by the end of next year.
As a step towards rejuvenating the Bata 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.
Revamping its marketing operations, Bata India has introduced the
concepts Flagship, City, Family and Bazaar stores that cater to
different segments of the market. Further, to capture the retail
boom prevailing in the country, the company has decided to move
its headquarters 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.
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