Bata India MD Gunjan Shah has revealed that the brand is targeting a new customer segment amid the rising demand for lower-price point footwear, as per a recent report. The footwear brand MD said that the post-Covid world and rising inflation have brought a shift in customer preferences and a higher demand for affordability and accessibility.
Keeping in mind the price range, the footwear brand also wades into the quick commerce industry with its 10-minute tie-up with Zepto. The brand expects collaboration to boost their sales of the low-price segment footwear as the quick commerce segment has yielded positive growth results in the FMCG industry.
While the last few quarters saw stagnant results, the brand intends to pick up the pace. Bata has opted for strategies to delivery quality products at affordable price points amid the drastically changing dynamics of the industry, the MD said.
While the spending on premium segment footwear continues at a lower rate, the demand for athleisure shoes and leather footwear have seen a rise. The wedding season and festivities have further accelerated the growth of footwear and Shah continues to keep a positive outlook on it.
Referring to their progress with the quick commerce partnership, Shah saidthat that stock availability across Delhi-NCR, Mumbai and Bangalore will be prepared in the next few weeks. He also called this step an “experiment” and also that there is no commitment of numbers in this pair-up. He added that quick commerce is the most frequently opted buying space for the customers.
However, the transition into quick commerce won’t affect Bata’s offline presence as the MD said that the “consumers appreciate both”. Gunjan Shah highlighted that the online and offline modes have separate roles and that the customers are equally active at offline channels as the covid-scare faded off.
Bata, known for brands like Hush Puppies and North Star in India, has launched a new artisanal leather collection endorsed by actor Kartik Aaryan. This collection has been well-received by customers, and Bata anticipates even stronger sales during the upcoming wedding season.
