Tata-Wolverine JV witnesses growth in India market

Tata International and Wolverine World Wide formed a joint venture (JV) last year

wherein the latter owns 50 percent stake, to launch Merrell and Caterpillar Footwear brands in India. The company expects over 50 percent growth for both the brands in the next three years. Also on the agenda is expansion of footprint for both through mono brand stores, shop-in-shops and e-commerce.

The JV offers a global line of products to Indian consumers, which changes season to season based on global offerings. The company has been witnessing rapid growth in footwear, apparel and accessories categories. The aim is to provide a complete look and overall brand experience to customers, instead of attracting them to buy an individual product.

Wolverine World Wide has 16 brands under its portfolio, which include Bates, Harley-Davidson Footwear, Cat, Hush Puppies among others. Hush Puppies is currently marketed by Bata in India. The 50:50 JV will also had an arrangement with another Tata group firm, Trent, which operates lifestyle chain Westside.