Q] Bata is a legacy footwear brand that is increasingly positioning itself as a youth-focused and lifestyle-oriented brand. How are you balancing Bata’s heritage with the need to stay culturally relevant for Gen Z and younger consumers?
Bata is India’s most trusted brand. Legacy has two aspects. One is time, but what comes with time is trust, and that is what this brand stands for. Coming to your question, we are ensuring that Bata stays up to date with the times and relevant to consumers’ thinking and needs through the style, versatility, and comfort our products provide at affordable prices. That drive forms the core of Bata’s brand philosophy.
For any brand to stay relevant and young, it is important to nurture existing consumers and maximise their lifetime value. At the same time, brands must continue bringing younger consumers into the funnel and making them part of the brand journey. I am happy to share that the average age of our consumers is around 32 years, and we have been able to ensure that it continues to become younger year by year.
Q] What was the consumer insight behind the ‘Make Your Way’ and ‘The Everyday Essential’ campaigns, and why were Taapsee Pannu and Sanjana Sanghi the right fit for them?
There are two-three insights that have gone into these campaigns. From a seasonal perspective, during summers, consumers typically refresh their wardrobes and today, that extends to footwear as well. They want cool vibes and so, their open shoes and sandals come out.
The second insight is—gone are the days when people related to a celebrity just for face value. Today, consumers want authenticity between the brand and the celebrity. That is what we have tried to ensure through our campaigns. If you look at Niharika, Kusha Kapila, Sanjana Sanghi, and now, Taapsee Pannu, we have worked with people whose values align with the brand. Taapsee, for example, is authentic and confident, which is what our brand stands for—authentic, comfortable, and stylish shoes at an affordable price.
Q] Bata has expanded into categories such as sneakers, casual wear, and premium footwear through brands like Hush Puppies, Floatz, and Power. What consumer shifts have driven this move, and how do you balance premiumisation with affordability in a price-sensitive market like India?
We always say that although India is one country, it includes many different consumer segments. We have to talk to the relevant consumer segments with the right proposition. That is where brands like Hush Puppies come in. It offers a superior experience in terms of comfort, visible comfort technology, and premium materials—something consumers are willing to pay a premium for. Coming to your second question, consumers today are willing to pay extra for enhanced comfort and better quality. One thing we are very careful about is that every proposition from Bata’s stable has to deliver ‘wow’ pricing. We do not want to be the cheapest—that is our stated strategy. We want consumers to feel that the comfort, quality, and style we offer are worth paying a little extra for.
Q] How is Bata approaching its media mix across digital and traditional platforms today? Also, what role do e-commerce and quick commerce play in your overall marketing and growth strategy?
We have been steadily increasing our digital spend. Till last year, our digital mix was around 35 per cent, but today it is almost 65 per cent, and the results have been encouraging. Digital gives us clear attribution on ROI and marketing outcomes, and we will continue strengthening this through MarTech. E-commerce is one of Bata India’s fastest-growing channels and is now growing northwards of 30 per cent. Consumers want speed and choice, and our omni-channel framework and extensive retail footprint help us deliver both. Quick commerce is another area we are actively exploring. We are present on platforms such as Zepto and are working with partners like Myntra through Myntra Now, where we are trying to deliver products in as little as three hours.
Q] As media consumption habits evolve, what role do traditional platforms like print and television continue to play in Bata’s media mix?
Absolutely. Print is one medium that has stood the test of time. If you look at legacy brands that have been around for more than 100 years, you will always find newspaper advertisements in their archives. That is because print continues to be a resilient medium, especially when you want to create instant awareness for launches and announcements. When it comes to television, the way brands build reach has changed. Nearly 65 per cent of our media mix is now digital. However, while digital and connected TV work well for urban audiences, television remains an important medium for reaching consumers in Tier-III, Tier-IV and rural markets.
Q] Bata already enjoys strong brand recall across generations. How do you balance long-term brand-building with performance-driven marketing today?
This is a dilemma that comes up in every boardroom discussion between the CFO and the CMO—how much to invest for immediate ROI and how much to invest in long-term brand equity. In Bata’s case, we are very clear. Bata is India’s most trusted footwear brand, and that does not happen by only driving mid-funnel and bottom-funnel actions.
You have to constantly bring new consumers into the funnel. That means reaching younger audiences, showing them the latest collections, and speaking to them in their own language. If they like what they see, they will start converting. That is where the answer lies—you have to do both. A total-funnel view of marketing is quintessential. No brand can afford to ignore top-funnel investments.
Q] What is your current allocation towards marketing, and looking ahead, what will be Bata’s key priorities, growth-drivers, and focus areas for the next phase of growth?
As a listed company, we cannot share those details. But we have continued to increase our marketing investments. In the last six months, we have increased them by 100 basis points and, structurally, over the next two-three years, we plan to increase them further. Last year, we were able to gain market share in a fairly tough environment and create a solid foundation for future growth. We upgraded nearly 750 stores through our zero-based merchandising initiative, which has helped enhance the consumer experience and drive growth. We have also delivered growth for two consecutive quarters, supported by retail and e-commerce.
Looking ahead, our priorities are clear: delivering a superior consumer experience, accelerating store expansion, and growing e-commerce further. Marketing will continue to play an important role across all these priorities, and you can expect to see more relatable faces who connect with younger consumers.
PROFILE
Badri Beriwal, Chief Strategy & Business Development Officer, Bata India, leads the company’s long-term growth agenda across brand strategy, product innovation, digital acceleration and consumer experience. With over two decades of experience across FMCG and retail, he has held leadership roles at Britannia, Bharti Walmart, GSK Consumer Healthcare and Veeba, building expertise in brand management, category creation, go-to-market strategy and digital transformation. At Bata, he is driving the modernisation of the 90-year-old brand for a new generation of consumers by blending FMCG discipline with retail agility. Known for his people-first leadership, Beriwal combines strategic thinking with strong execution.
ABOUT THE BRAND
Bata India is one of the country’s leading footwear companies, with a heritage spanning over 90 years. Serving millions of consumers through an extensive retail, wholesale and digital network, the company is focused on strengthening brand relevance, enhancing its product portfolio and delivering seamless omnichannel experiences. Driven by innovation, quality and comfort, Bata continues to evolve with changing consumer needs.
FACTS
Media Agency: Publicis Group (Zenith)
Creative Agency: VARIOUS AGENCIES
Digital Agency: BrandMovers India
PR Agency: ONE SOURCE
