Bata to focus more on own brand, planning an image makeover

Realising that its shoes don’t match up against other brands like Puma, Nike, Adidas, Woodland etc that have invaded the Indian market, Bata, the brand that in existence for the last 120 years, is planning an image-makeover. With an all young team of designers and communication specialists, Bata is set to revamp its business model with increased focus on casual fashion footwear.

As Thomas Bata, Grandson of Tomas Bata, founded of Bata Shoe Company years ago, their loyal customers have grown old. It is now the need of the hour to chase younger shoe seekers. With youth in mind, Bata may soon bring in daughter Charlotte, a communication specialist and blogger, to woo the internet audience. She would of help the company in digital space that the company lags right now. Hopefully, she will join the business at some stage. Though Bata footwear is not well known among fanciers of designer shoes from Salvatore Ferragamo or clientele of the sneakers from Nike, but for many, Bata is a generic name for shoe and most of the Indians believe that it is a domestic brand.

The company which sells premium brands such as Hush Puppies through its outlets has realised it has paid more attention to other brands than their own brand. Bata, has decided to focus on brand ‘Bata’ now. The company also plans to focus on sales through e-commerce. The company which sells about 50 million pairs annually aims to grow about 10 per cent annually. It is re-working over the brand image and admits that it had spent lesser resources and money on brand communication.