Noel Tata chalks out new plans for Tashi

Failing to mark its presence in the flourishing footwear

market, Noel Tata, half brother of current Tata group chairman Ratan Tata has now drawn up plans to set the retail firm Tata International back in order. And to begin with Noel Tata who is also the current MD of the retail chain has decided to shut down its non-performing stores.

The chain faced a major setback with the quitting of its top management team including former Bata hand Deepak Deshpande and senior executives. Tata International had hired a team of around 150 in 2010. With a new team in place, the company which had planned to open 250-300 footwear retail outlets by 2014-15, has now closed most of its stores including its first flagship store at the busy Linking Road in Mumbai. Also, 15-20 stores which were expected to be functional by March 2011 are not yet operational.

According sources Tata International, had launched the Tashi brand of footwear stores between October 2010 and June 2011. In order to test it’s the concept in the market. Initially 15-20 stores were opened in Mumbai and New Delhi but the response was below expectations. However, the brand will continue to operate in these two markets (Delhi and Mumbai) with eight operational stores and through shop-in-shop including in Westside.

Experts feel Tashi did not meet the premium quality standards based on its price range. At a recent sale, Tashi’s sole Mumbai store in Andheri had items being sold for a flat Rs 500. Some experts say that the collection at Tashi did not fit the Indian market as it lacked the range and breadth that some of its major competitors offer. Tashi when launched in October 2010, offered women’s footwear between Rs 700 and Rs 4,700; men’s footwear between Rs 600 and Rs 7,000, while kids’ range was between Rs 500-1,500.