Top Story


Home >> Marketing >> Article

Bata India set for a makeover, downsize workforce by 2,300 jobs

Font Size   16
Bata India set for a makeover, downsize workforce by 2,300 jobs

Remember the phrase, ‘The bottom of your foot is the switchboard of your body?’ Well, Bata India, certainly believes in it. The company, with a 24 per cent marketshare in the organised footwear market, is looking towards a complete revamp. It is also planning to cut down 2,300 employees in India realising that the cost structure has been out of line.

“As a step towards rejuvenating the brand, we are repositioning ourselves in India as a market-driven, fashion conscious lifestyle brand. In an effort to do so we are looking at renovating our existing retail outlets and also indulge in brand building, “ said Stephen J Davies, MD, Bata India.

Incidentally, Bata has made investments to the tune of Rs 2 crore in the current year to improve its logistics and distribution system. Large systems have also been made in the area of Information Technology to integrate approximately 150 stores in real-time information capturing.

“We are targeting net sales to cross Rs 840-crore mark and aiming at least 10 per cent growth in 2005. We realised that the company didn’t do too well, so a consolidated effort is in place for a turnaround to happen,” he said.

Interestingly, the company has its plans lined up. Firstly, focus on the existing retail outlets, renovate and strengthen them, secondly, look at brand building exercise and finally introduce ethically right VRS schemes. “We are going to introduce a system, which believes in valuable pay according to the performance of the store,” said Constantine Salameh, Senior VP and CFO.

Asked if the company is looking at promotional activities as part of the branding exercise, he said, “We are not looking at too much of advertising. We would have a brand loyalty check and our main selling theme, ‘Can you feel it’, will be communicated through the stores. The emphasis would be on products and pricepoints and hence most of the promotions will take place through retail.”


Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

In terms of affiliates, India ranks on the top. Spurred by the fast growth of mobile users and hence internet users, there are millions of websites, apps, WAP-sites and blogs using affiliate marketing...

Insecurity in the workplace due to the idea of AI encroaching on your job, or being sidelined at work because of your small town background? Sandeep Goyal has the right answers to help you deal with w...

As National Sales Head at, Ashish aims to bring on board a maximum number of advertising partners and consolidate the network’s position as a leader in the space.