Since its inception in 1924, Bata has paved an extraordinary journey in India, transitioning from a modest workshop to becoming a footwear giant synonymous with quality and affordability. Bata’s founder, Thomas Bata, arrived in India from the white Alps of Switzerland, with the vision to source leather and rubber, only to realize the vast potential of the Indian market. This led to the establishment of a small workshop on the banks of the Hoogli River, and the eventual development of Batanagar – India’s first planned Industrial Township dedicated to footwear production.

Through decades of unwavering commitment, the company expanded its presence, introducing iconic brands like Power, North Star, and Marie Claire, which resonated with generations. From opening 779 stores by 1960 to pioneering new concepts like large-format stores and ‘Red’ concept stores, Bata has continuously innovated. The brand further evolved, aligning with younger audiences through campaigns like 'Surprisingly Bata' and celebrity endorsements with Kriti Sanon and Kartik Aryan.

In FY2023-24, Bata India recorded a strong turnover of Rs 34,784 million, showing its powerful presence in India. In 2024, the brand's reach extended to over 1,900 retail outlets, including 550+ franchises. The brand sold 46.28 million pairs of footwear during the year. To cater to the growing demand for stylish footwear, it launched 650 Sneaker Studios and 125 Hush Puppies stores, appealing to a wide range of customers. With three manufacturing units and a network of more than 1,500 distribution partners, Bata’s large reach and efficient operations continue to make it a top choice in India’s footwear market.

EXPANDING NATIONWIDE REACH

The brand has an extensive network of over 1916 stores across India and retail expansion continues to be a strategic lever for it. Bata’s franchise model has been integral to its expansion strategy, serving as a crucial engine for growth and accessibility in Tier III cities and beyond. Bata operates in about 13,000+ direct MBOs and reaches over 1,500+ towns across India.

To maintain a consistent brand experience across all retail points, 81 percent of its franchise stores offer the premium Bata Red 2.0 concept. This approach has enabled it to penetrate deeper into untapped markets while simultaneously fostering entrepreneurship opportunities for local partners. The success of this program is evident in the high return rate of franchise partners who continue to open multiple stores with it.

“Besides our traditional retail network, we are exploring new formats to cater to specific customer segments. We have recently opened our first Exclusive Brand Outlets (EBOs) for our athleisure brand Power. We are also looking at expanding global concept stores for Hush Puppies and Floatz by Bata kiosks,” said Gunjan Shah, Managing Director and Chief Executive Officer, Bata India.

DIGITAL REACH

The e-commerce revolution has undeniably changed how consumers shop and Bata has been very agile in adapting to the evolving landscape. Expanding its digital footprint, the brand is now reaching a milestone of 20,000+ pin codes pan India through its D2C website. This enhanced reach has unlocked immense potential in Tier III and IV cities, as evidenced by the surge in orders from these regions.

“For our digital-savvy customers, we recently launched our redesigned website which is faster, more intuitive, and designed to inspire. Whether you are exploring the latest trends, looking for style tips, diving into detailed product insights, or browsing effortlessly across devices, we have made finding your perfect pair easier than ever,” noted Shah.

Beyond its website, Bata India maintains a strong presence across major e-commerce marketplaces, tailoring its approach to leverage each platform's unique strengths and actively participating in festive season sales.

“As part of our innovation strategy, we are also piloting a partnership with a Quick Commerce platform Zepto to offer faster deliveries, catering to the growing demand for convenience and speed. While still in its early stages, we are confident in the potential of this initiative,” he explained.

STRENGTHENING BRAND PORTFOLIO

Bata is redefining the intersection of fashion and comfort through its various brands – Bata Red Label for in-trend global styles, Bata Comfit for technology-enabled comfort in daily wear, athleisure brand Power for fitness sneakers and apparel, NorthStar for sneakers inspired by global youth trends, fashionable range of clogs and slip-ons under Floatz, kids brand Bubblegummers that have won the trust of parents while inspiring fun, Hush Puppies the global brand that epitomizes comfort and elegance, and the global fashion powerhouse Nine West to name a few.

Nine West, born in New York City and thriving globally, is one of the most recognizable brands in the world. “With its entry in India exclusively in partnership with us, we are proud to continue to make truly high fashion & premium styles accessible to all. Since its launch, we have received a positive response for Nine West, and our objective is to build the brand's presence in India further. Keeping in mind the shopping habits of our digitally savvy youngsters, we have launched Nine West exclusively on Myntra,” stated Shah.

“We have also made significant strides in supply chain optimization, reducing lead times by 50 percent to introduce new products faster. While we have a strong market share in the men's closed shoe category, our focus is now on expanding our portfolio to cater to a wider range of consumers, ensuring we provide footwear solutions across all strata of society,” he added.

Bata is also expanding its product lines to include accessories like wallets, belts, and bags, especially for brands like Hush Puppies, responding to strong market demand for these products.

FOCUS ON “POWER”

Power is one of the fastest-growing brands under the Bata umbrella and is a focus offering for the company this year. Bata strategically decided to foray into launching Exclusive Business Outlets for Power to address the increasing popularity of athleisure and the adoption of active lifestyle by modern Indian consumers and to democratize fitness by making international technology accessible to all. It’s only been a few months and its Power stores have seen a great response. “The promising response suggests a positive trajectory for revenue growth and further expansion. Our recent launches, including the Power Energy Series with 25 percent energy rebound and Power Easy Slides with hands-free slide-in and slide-out, have garnered positive feedback, with week-on-week sales improving since their introduction,” noted Gunjan.

IN-STORE CUSTOMER INNOVATIONS

Technology and innovation are at the core of its strategy to elevate customer retail experience. The brand has implemented High-Performance Merchandising Technology (HPM) to shorten product cycles and enable faster introduction and replenishment of its latest collections in stores. “Our Visual Merchandising AI App has a remarkable 99.5 percent adoption rate, demonstrating our commitment to industry-leading practices. This app empowers our store teams to create visually appealing and engaging displays, enhancing the overall shopping experience,” asserted Shah.

Bata has introduced various in-store innovations to delight customers. These include Lift&Learn interactive displays, endless aisle technology, digital screens, and jukeboxes. Additionally, its Bata Hub app allows retail staff to seamlessly locate products across stores and cities, ensuring customers have easy access to the items they are looking for, even if they are not available at their current location.

ICONIC COLLABORATIONS

Bata has strategically initiated partnerships and collaborations that elevate its fashion credentials like the Bata x Emily in Paris collection featuring Bollywood Actor Sharvari and the Hush Puppies x Peanuts Collection. It collaborated with designer Arti Vijay Gupta at the London Fashion Week and ace designer Amit Aggarwal at India Couture Week. The brand recently launched the campaign ‘Celebrate Every Step’ featuring new Indian icon Kartik Aaryan and unveiled two special collections for the festive season - Artisanal Leather Collection for Men featuring classic brogues, monk strap loafers, and laced-up derby shoes & Starlight Collection for Women featuring trend-setting heels, mules and technology-infused Bata Comfit sandals.

“As more and more youngsters flock to social media for their style inspiration, we are actively collaborating with creators across India to showcase Bata as the destination for accessible fashion,” Shah highlighted.

COMMITMENT TO INNOVATION

Characterized by constant change, the brand confidently strides into the future and remains dedicated to adapting to the latest trends with four key pillars of transformation – product, process, people, and experiences. “The aim is to keep innovating in style and technology to continue to provide the best of stylish, tech-enabled and comfortable footwear for all. Innovation is in our DNA, as our customers evolve, we also elevate our product offerings according to their needs,” stated Shah.

Expansion remains a crucial part of its strategy and it will continue to open new stores, strengthening its retail presence. “Our goal is to ensure that Bata remains the go-to brand for consumers seeking style, comfort, and quality in footwear, reinforcing our position at the forefront of the Indian footwear market,” he concluded.