Bata India has begun selling accessories as part of its brand extension strategy. The product offerings, containing leather and non-leather items, are being expanded to include items such as umbrellas.
The collections include bags, belts, scarves and sunglasses.
“ In line with our growth strategy of expanding our consumer base, we are now adding a layer to our brand proposition — the aspirational layer — while continuing to retain our core competences,” Bata India Vice-President (Marketing and Customer Services) Sumit Kumar said.
“The catalogue has been well received by the modern day young customer, and has resulted in earning Bata new customers as well as renewing the support of its loyal customer base,” he said.
Key additions are being made to the catalogue with the introduction of new line of umbrellas under the name ‘Bata & I’. These will be in vibrant colours aimed at attracting the youth.
With a retail network of over 1,400 stores in over 500 locations, which include metros, mini metros and small towns, Bata India sells million pairs of footwear annually.
It has doubled its turnover to Rs.2,000 crore in 2013 from Rs.1,000 crore in 2008, and is now looking to occupy the mind space of the younger generation through sale of fashionable accessories and a presence in the digital market place.
