Bata India will guide portfolio evolution, invest in marketing, improve digital footprint
Bata India is working on multiple initiatives that include driving portfolio evolution, accelerating growth via franchise and distribution, investing in marketing, and strengthening its online footprint, among others, to "speed up development and expansion.” The firm is also “working aggressively” on increasing its presence in Tier III - Tier V cities through the opening of franchise stores and distribution networks.
According to Gunjan Shah, MD & CEO of Bata India, casualization and premiumization are important drivers of growth that would lead to the future acceleration of business. “The company is witnessing a distinct evolution in consumer mindset, including brand consciousness and accordingly, we maintained focus on refreshing the product portfolio with the strategy of casualization and offered premium fashionable products. Casualization and premiumization are important drivers of growth that would lead to the future acceleration of business,” Shah said in the company’s latest annual report (2023).
Bata India’s premium category brands, such as Red Label and Marie Claire, gained market share at the retail level as fashion categories witnessed a revival in demand, with the boom for fitness and outdoor wear normalizing that emerged during the pandemic. The company is working on the brand appeal amongst millennials and Gen Z. It also continues to optimize its retail network and renovate stores to provide a premium customer experience. The year 2022-23 saw the highest-ever expansion in franchise stores, with the total footprint crossing the 2,000+ milestone for the first time. The distribution channel was scaled up to over 1,150 towns.
With the advent of smartphones and ease of access to e-commerce websites, fast fashion has reached Tier II to Tier IV cities. The company expanded its digital footprint through its own website and major marketplaces. Its e-commerce network delivers to over 27,000 pin codes across the country. The company continues to offer home delivery through its omnichannel from all company-operated stores, thereby increasing its pan-India footprint. During the year under review, home delivery services were extended to select franchise stores on a pilot basis. Home deliveries contributed to about one million pairs during 2022-23.
According to Gunjan Shah, MD & CEO of Bata India, casualization and premiumization are important drivers of growth that would lead to the future acceleration of business. “The company is witnessing a distinct evolution in consumer mindset, including brand consciousness and accordingly, we maintained focus on refreshing the product portfolio with the strategy of casualization and offered premium fashionable products. Casualization and premiumization are important drivers of growth that would lead to the future acceleration of business,” Shah said in the company’s latest annual report (2023).
Bata India’s premium category brands, such as Red Label and Marie Claire, gained market share at the retail level as fashion categories witnessed a revival in demand, with the boom for fitness and outdoor wear normalizing that emerged during the pandemic. The company is working on the brand appeal amongst millennials and Gen Z. It also continues to optimize its retail network and renovate stores to provide a premium customer experience. The year 2022-23 saw the highest-ever expansion in franchise stores, with the total footprint crossing the 2,000+ milestone for the first time. The distribution channel was scaled up to over 1,150 towns.
With the advent of smartphones and ease of access to e-commerce websites, fast fashion has reached Tier II to Tier IV cities. The company expanded its digital footprint through its own website and major marketplaces. Its e-commerce network delivers to over 27,000 pin codes across the country. The company continues to offer home delivery through its omnichannel from all company-operated stores, thereby increasing its pan-India footprint. During the year under review, home delivery services were extended to select franchise stores on a pilot basis. Home deliveries contributed to about one million pairs during 2022-23.
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