Best foot forward

Bata India hopes to woo a younger audience with a wider basket of offerings

Bata is a household name in India, but despite an unmatched brand recall its “value-for-money” identity has not helped appeal to youths who are willing to splurge and associate with premium products more than ever. The Swiss shoemaker, present in India for over eight decades, is therefore focusing more on evolving the brand Bata to encompass style and fashion as well, besides raising advertising spends and improving customer experience in retail stores.

Rajeev Gopalakrishnan, president, South Asia, Bata Emerging Markets, points out the company is developing communication across touch points to convey Bata’s point of view on style and fashion.