Bata eyes India revival, targets doubling business in five years

A little over six months into his role, Panos Mytaros has already made his second visit to India, the largest market for Bata. The Switzerland-headquartered footwear major, led by Mytaros after he succeeded Sandeep Kataria, is now pursuing an aggressive growth plan for India, which he described as a “sleeping giant” that is beginning to awaken.

Growth for the company in the country where it has been present since over 100 years has been stagnant for a while, said Mytaros, setting a stiff target of doubling India business (turnover) in the next five years.

“Brand and product are a big job to be done here. There is a big responsibility from our side to be relevant for a wider audience in India and to the times of today. You will see Bata being more visible and more relevant,” Mytaros told Asmita Dey of The Times of India in an exclusive interview, adding that many people think Bata to be an Indian company. India contributes close to one-fourth of the firm’s global revenues currently.


“The team has been working on India. I wanted to come and see the progression . When I come here, I learn a lot,” Mytaros said.

Bata plans to widen its store network through a mix of company-owned outlets and franchises, step up its e-commerce push and target younger consumers by sharpening its sneakers portfolio as it looks to revive growth in India. The market has become more competitive with global brands like Skechers and Nike, Adidas, alongside domestic players such as Metro Brands, Campus and Relaxo. It also faces rising competition from new-age direct-to-consumer labels, including Gully Labs, which are gaining traction among Gen Z and young millennials.

For Bata, the key to getting more young shoppers will be driven by defining a clear product portfolio.

“I would like to separate shoes and sneakers... What you will see in India from 2027 onwards is a very clear proposition—this is the shoe and this is the sneaker,” said Mytaros, adding that sneakers will become a focus area with a big expansion plan. “Sneakers are the best bridge to bring the younger consumer,” said Mytaros.

Overall, while premiumisation will be part of India strategy, the mass markets which have been sluggish for sometime will continue to be a core consumer cohort for Bata which the CEO said is a “mass market” company. Even as the West Asia war has been a worry for companies, the firm is not taking price hikes in India as of now given that it manufactures locally. The firm’s India portfolio includes a mix of own and licensed brands including Power, North Star, Floatz, Hush Puppies and Scholl.

Bata India’s stock price has taken a beating, currently trading at Rs 641.50 a piece on the BSE, down from its 52-week high of Rs 1,300. It has also missed out on key partnerships of late—Metro Brands, for instance, bagged the rights to operate American footwear retailer Foot Locker’s India stores. Mytaros said there will be a “dramatic” increase in exports from India in the next five years.

(With inputs from TOI)