 "Bata Shoes chairman Thomas G Bata (left) with Rajiv Gopalakrishnan. Bata is developing clutter-free designs for its flagship stores.")
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.
