Bata re-enters premium price points with fresh portfolio, aims 20% sales from online channels in 2-3 yrs

economictimes.indiatimes.com:

Bata is re-entering the premium price points with fresh portfolios while it increases spending on advertising and promotions to connect with young digital savvy consumers, according to company Managing Director and CEO Gunjan Shah. The company, as part of its sales strategy, is expanding its presence in both channels — physical stores and online — and expects e-commerce to contribute 20 per cent of its total sales in the next two to three years, he said.

Bata is also pushing for offline sales growth and expects a major chunk of growth to come from its expansion under the franchise model, where it plans to add another 125 stores in FY24 and increase its presence at multi-brand outlets (MBOs). Though with the opening of offices and schools, sales of casual wear products have increased, Shah said the trend of casualization would continue in the long term and Bata is pursuing it by extending its mid-premium brands Hush Puppies and Red Label in the segment.

As part of its strategy, Bata is investing in front-end operations, stores to back-end infra, technology, design, R&D etc. Besides, Bata is bringing new collections at a rapid pace to compete with its rivals.

«This season we will bring our ever-highest newer range to consumers, taking to almost 35 to 40 per cent of refresh. This used to be below 25 per cent two years before,» Shah told PTI.