MEDI-CAPS UNIVERSITY

INDORE

LIVE PROJECT
ON
“CASE STUDY ON BATA INDIA LIMITED”
SUBMITTED AS PARTIAL FULLFILLMENT FOR
DEGREE OF BACHLOR’S OF COMMERCE
TO
DEPARTMENT OF COMMERCE
MEDICAPS UNIVERSITY, INDORE
NOVEMBER,2024

SUBMITTED TO- SUBMITTED BY-

DR. RISHIKA SHUKLA AASTHA DALAL
ASSITANT PROFFESSOR DIVYANSH DEVDA
HARSH JATAV
PRANAY SURYAWANSHI
 ACKNOWLEDGEMENT

We would like to express our heartfelt gratitude to everyone who supported us throughout this project.
This project would not have been possible without the guidance, assistance, and encouragement of
those around us.

First and foremost, we would like to thank our Assistant Professor Dr. Rishika Shukla, whose
guidance and constructive feedback were invaluable throughout the project. Their support and
knowledge inspired us to strive for accuracy and excellence in our work.

We would also like to extend our appreciation to each of our team members: Ms.Aastha Dalal,
Mr.Divyansh Devda, Mr.Pranay Suryawanshi, Mr.Harsh Jatav for their dedication, collaboration, and
effort in making this project a success. Each member brought unique skills, ideas, and enthusiasm,
which made our teamwork both enjoyable and rewarding.

Finally, we would like to acknowledge the support of our friends, family, and peers, whose
encouragement helped us stay motivated and focused.

Thank you to everyone who contributed in any way to the success of this project.
 CERTIFICATE

This is to certify that Ms. Aastha Dalal, Mr. Divyansh Devda, Mr. Pranay Suryavanshi,
Mr.Harsh Jatav, has successfully completed a group project on “BATA” as a part of the
academic curriculum of B.Com. (Hons) at MediCaps University.

This project involved a detailed analysis and understanding of Bata’s business strategies,
market, positioning, and brand impact, showcasing excellence in research, teamwork, and
presentation.

Dr. Rishika Shukla Signature of

Internal External

Dr. Haldhar Sharma

Head of Department
 TABLE OF CONTENTS

*EXECUTIVE SUMMARY
*INTRODUCTION-
-Introduction about organisation
-Company profile
*OBJECTIVE OF STUDY
*LIMITATIONS OF STUDY
*ORGANIZATION PROFILE
*ORGANIZATIONAL STRUCTURE
*UNIQUE SELLING PROPOSITION
*EXECUTIVE BOARD MEMBERS
*SCALER CHAIN
*CERTIFICATION OF ISO
*SWOT ANALYSIS
*CONCLUSION
*BIBLIOGRAPHY
 BATA INDIA
EXECUTIVE SUMMARY

Bata India Limited is a manufacturer, wholesaler and retailer of footwear and related
accessories. In retail, it operates a network of approximately 1,250 stores across India. The
product line of the company comprises of footwear collection, which includes slippers,
sandals, closed dress, closed casual, infants and sport shoes for men, women, children,school
bags, socks, belts, polishes and brushes. In addition, the company offe rs various
servicesincluding repairing and products warranty maintenance, gifts cards, and various
discount offers. The company sells products of its in- house brand „Bata‟, and other
international and national
It operates five manufacturing units in India. The company is a subsidiary of Bata Shoe
Organization and is headquartered in Gurgaon, Haryana, India. Bata India Ltd is the largest
footwear retailer and the leader in the footwear industry in India. The company is engaged in
the business of manufacturing and trading of footwear and accessories through their retail and
wholesale network. They are having their production facilities at Batanagar in West Bengal,
Patna and Hathidah in Bihar, Faridabad in Haryana, Bangalore in Karnataka and Hosur in
Tamilnadu. Their wholly owned subsidiaries include Bata Properties Ltd and Coastal
Commercial & Exim Ltd. The company operates in two segments, namely footwear &
accessories, and investments in joint venture for surplus property development. Their
Footwear & Accessories segment is engaged in the business of manufacturing and trading of
footwear and accessories items through their retail and wholesale network. Their Investment
in joint venture for surplus property development segment is involved in development of real
estate at Batanagar. Their products include leather footwear, rubber/canvas footwear and
plastic footwear. Bata India Ltd was incorporated in the year 1931 as Bata Shoe Company Pvt
Ltd in Konngar, West Bengal, which was then shifted to Batanagar. Batanagar was the first
manufacturing facility in the Indian shoe industry to receive the ISO 9001 certification. The
company went public in 1973. They changed their name to Bata India Ltd. Over the years, the
company has established a leadership position in the footwear industry and is easily the most
trusted name in branded footwear.
 INTRODUCTION

INTRODUCTION ABOUT ORGANISATION

Bata (also known as Bata Shoe Organisation) is a family-owned global footwear and fashion
accessory manufacturer and retailer with acting headquarters located in Lausanne,
Switzerland. Organised into three business units: Bata Europe, based in Italy; Bata Emerging
Market (Asia, Pacific, Africa and Latin America), based in Singapore, and Bata Protective
(worldwide B2B operations), based in the Netherlands, the organisation has a retail presence
in over 70 countries and production facilities in 26 countries. Bata India is the largest retailer
and leading manufacturer of footwear in India and is a part of the Bata Shoe Organization.
Incorporated as Bata Shoe Company Private Limited in 1931, the company was set up
initially as a small operation in Konnagar (near Calcutta) in 1932. In January 1934, the
foundation stone for the first building of Bata‟s operation - now called the Bata. In the years
that followed, the overall site was doubled in area. This township is popularly known as
Batanagar. It was also the first manufacturing facility in the Indian shoe industry to receive
the ISO: 9001 certification. The Company went public in 1973 when it changed its name to
Bata India Limited. Today, Bata India has established itself as India‟s largest footwear
retailer. Its retail network of over 1200 stores gives it a reach / coverage that no other
footwear company can match. The stores are present in good locations and can be found in all
the metros, mini-metros and towns Bata‟s smart looking new stores supported by a range of
better quality products are aimed at offering a superior shopping experience to its customers.
The Company also operates a large non retail distribution network through its urban
wholesale division and caters to millions of customers through over 30,000 dealers.
 COMPANY PROFILE

Asia’s largest footwear company strives to maintain its lead with largest footwear company
strives to maintain its lead with an image of superiority, professionalisms and round the clock
efficiency. A visit to any factory or office in the country bears testimony to that. Bracing to
meet the 21st century, Bata is gearing itself with the latest in technology and a forward-
looking approach to human resource development. Staggering 16,000 people work at various
functional centers in Bata India. While another 2,00000 are indirectly employed. The world
of Bata India: There are four factories, at Batanagar near Calcutta now it is Kolkata, at
Faridabad in Haryana, Bataganj near Patna in Bihar and at Peenya in Bangalore. Taking stock
of them all means accounting for thousand of trained men and women, millions of pairs of
footwear on the production line. The people –our assets: The Company firmly believes that
giving its people the right encouragement, yields incomparable rewards. Even with
technology and progress man doesn„t take second place at Bata India. Emphasis is given to
man management and every opportunity is given so that people can grow with the
organization. Each year a large number of regional, national and international courses are
held to train Bata employees. it is a Bata policy to provide equal opportunity, to promote on
merit and to stimulate it„s people into thinking globally .always abreast with current trends
and technology, Bata India brings latest in line technology in factory, and the workers to
many all to mated industries where 4 work force shrink in direct proportion to their rate of
technological thinking .Bata India keeps its employment levels steady. Bata India is the
largest retailer and leading manufacturer of footwear in India and is a part of the Bata Shoe
Organization. Incorporated as Bata Shoe Company Private Limited in 1931, the company was
set up initially as a small operation in Konnagar (near Calcutta) in 1932. In January 1934, the
foundation stone for the first building of Bata’s operation - now called the Bata. In the years
that followed, the overall site was doubled in area. This township is popularly known as
Batanagar. It was also the first manufacturing facility in the Indian shoe industry to receive
the ISO: 9001 certification. The Company went public in 1973 when it changed its name to
Bata India Limited. Today, Bata India has established itself as India„s largest footwear
retailer. Its retail network of over 1200 stores gives it a reach / coverage that no other
footwear company can match. The stores are present in good locations and can be found in all
the metros, minimetros and towns Bata„s smart looking new stores supported by a range of
better quality products are aimed at offering a superior shopping experience to its customers.
The Company also operates a large non retail distribution network through its urban
wholesale divisionand caters to millions of customers through over 30,000 dealers. Bata has
the following brands operating under its umbrella: Bata, Mocassino, North Star, Marie Claire,
Bubblegummers, Ambassador, Hush Puppies, Scholl, Comfit, Power, Sparx, Reebok,
Weinbrenner, Naturalizer, Bata and I. But the promotional campaign has to be designed only
for the original and classic brand ―Bata‖, which is about finding STYLE – that agrees with
the consumers„ tastes, meet their diverse needs, meet their budget, and fulfill their well-
being.

Product Attributes
 Comfortable and Trendy Footwear
 Easy to Maintain
 Contemporary Styles with International Know-How
 High Quality at affordable prices
 Versatile products to suit each occasion
 OBJECTIVE OF THE STUDY ON BATA INDIA

Studying Bata India, the Indian subsidiary of the globally renowned Bata Corporation, can
provide valuable insights into various business aspects and contribute to a better
understanding of its operations, strategies, and impact. The objectives of such a study may
include the following
1. Understanding Business Operations
- To analyze the operational model of Bata India, including its manufacturing processes,
supply chain management, and retail network.
- To study how Bata India balances global corporate practices with localized strategies to
cater to the Indian market.
2. Analyzing Market Strategies
- To explore the marketing and branding strategies used by Bata India to maintain its
dominance in the highly competitive Indian footwear industry.
- To assess the effectiveness of Bata India’s product segmentation, targeting, and positioning.
3. Financial Performance and Growth
- To evaluate Bata India’s financial health, including its revenue growth, profitability, and
market share in the Indian footwear sector.
- To identify factors contributing to its long-term success and resilience in a dynamic
economic environment.
4. Consumer Insights
- To understand consumer preferences, purchasing behavior, and loyalty toward the Bata
brand in India.
- To analyze how Bata adapts its product offerings to suit the diverse needs of the Indian
population, from urban centers to rural areas.
5. Role in Indian Economy
- To study Bata India's contribution to the Indian economy in terms of employment,
manufacturing, and retail sector development.
- To examine its role in fostering innovation and supporting the "Make in India" initiative
6. Competitive Analysis
- To compare Bata India with other competitors in the Indian footwear market, such as
Relaxo, Liberty, and Adidas.
- To identify Bata’s competitive advantages and areas for improvement.
7. Challenges and Opportunities
- To understand the challenges faced by Bata India, including market competition, shifting
consumer preferences, and economic uncertainties.
- To explore opportunities for innovation, expansion, and growth in the Indian and
international markets.
8. Sustainability and Innovation
- To evaluate Bata India’s initiatives in adopting sustainable practices and developing
innovative products, such as eco-friendly footwear.
- To understand how these efforts align with global trends and consumer demand for
environmentally responsible brands
 LIMITATIONS OF THE STUDY OF BATA INDIA

When studying Bata India, several limitations can arise that may affect the depth and breadth
of analysis. These include:

1. Data Accessibility
- Limited Public Disclosures:Bata India, as a publicly traded company, releases certain
operational and financial details, but some specific insights into internal strategies, cost
structures, or detailed supply chain practices may not be fully disclosed.
- Proprietary Information: The company might withhold proprietary data regarding its
manufacturing processes or innovations for competitive reasons.

2. Regional Focus
- India-Centric Analysis: Studies focusing only on Bata India might overlook its integration
with Bata's global operations, leading to an incomplete understanding of its strategies or
challenges at a global scale.

3. External Market Influences

- Economic and Political Factors: Bata India operates in a highly competitive and price-
sensitive market. Fluctuations in economic conditions, import/export policies, or government
regulations can significantly impact the findings of studies.
- Competitor Dynamics: Insights into market positioning may require comparative data on
competitors, which might not always be available or consistent.

4. Sustainability and ESG Practices

- Superficial Assessment:While Bata has ISO certifications and commits to sustainability,
assessing the true impact of their environmental and social governance (ESG) initiatives may
be challenging without access to independent audits or in-depth field studies.

5. Consumer Behavior Insights

- Limited Surveys or Feedback Mechanisms: Studies relying on consumer preferences may
face sampling bias or insufficient regional representation, particularly given Bata’s diverse
target audience across urban and rural areas.
 ORGANIZATION PROFILE
BACKGROUND
Our history and language are full of reference to shoes and chappals and the time honored
craft of show and chappal making. Shoemakers were the first craftmen to establish guilds in
the middle ages and through the builds societies of craftsmen within a common trade come a
standard of quality, which earned the shoemaker a well-established position in the
community. The quality and care the shoemaker has taken with his craft has earned him a
place in the history and Bata shoe organisation is proved to follow in this tradition of time
quality craftsmanship. Today Bata shoe organisation is truly “Shoemaker and chappal maker
to the world” and we invite you to join us and learn a little about the long history of shoes and
how they are designed and constructed. Primitive man made his own shoes from the skins of
the wild animal he hunted and, where the climate was cold, he tied or around his lower leg.
Primitive men were for the most part, nomadic and he bound his feet for protection against
the bites of insect, often thorny forest flow and the heat of the earth on the dry plains. How
the primitive men bound his feet dependent on where lived and this form the very beginning
we see that shoes were used for protection but that to some extent the environment, the
weather and the land dictated style. Thus, sandal was the earliest from of show made by a
“specialist” shoemaker. The early Egyptians made sandals, which consisted of a sole head to
the foot by single piece of leather, which is circled the big toe. This from of sandal is called a
thongs are still popular today in certain parts of the world. The Egyptian had an interesting
custom, which indeed seems to be or origin of expression under foot. The Egyptian painted or
carved images of their enemies on the bottom of their sandals. They believed, they could hurt
their foe by treading on their image, hence the expression; to be under foot” Early shoe
design was often taken from nature and in addition to sandals the Egyptians also wore a shoe
within up turned toe model on the elephants tusk. The Mesopotamian used the same design,
but with a longer curved toe. Some believed that the Chinese might 6 have originated the
curved toe design, as the boat with a peaked toe is quite common among the Mongols today.
The early Greeks where barefoot except in foul weather and it was not until the Hellenistic
period around 232 BC that going barefoot out of dears become a sign of slavery. At that time
the wearing of shoes signified that the wearer was free and beginning barefoot come to
signify that the person was a slaved. Early Greek shoes were made from one piece of leather,
which was drawn over the foot by a threaded throng and tied around the ankle. The Romans
carried their shoe style throughout the ancient world as the conquered. They brought “Roman
Style” shoes to French and to Britain. The Moons who conquered the Spain in the 8 th
century (711 AD), introduced a beautifully – soft-dyed leather known as Cordovan. Their
shoes fit snugly and covered the foot and the ankle. They came to be called “Babylonian”
shoes. Thus we see the different materials different regions of the known world. As people
traveled, traded, conquered, shoes style was carried from one region to another. The
shoemaker became a specialist, a respected, influential and need member of the society.
Shoes and chappals where made for specific uses, designed for specific climates and where
often decorated to harmonies with clothing style. Leather, wood and plant elements (rice stalk
in China and palm leaves in Egypt) where the primary materials utilized in shoe making. This
history of shoes very much apart of all history. In the beginning necessity dictated style and
then though conquest, travel and trade, styles where exchanged among the people of the
world materials varied and decoration in footwear became popular to and luxurious..
Simplicity then returned and shoes reflected the egalitarian ideas of the day. Craftsmen
shoemakers in single pairs produced one shoe; each cut, stitched and tracked by hand in a
time consuming, laborious method. The result; an expensive, custom- made pair of shoes
design in accordance with specifications and whims of a wealthy client, more often than not a
privileged member of a select segment of society. The industrial revolution of the 19 th
century was to bring about vast changes in the shoemakers‟ craft, transforming the art though
mass production techniques into a rapid, highly automated, mechanical process. For the first
time in history, good quality people, thus achieving the long- short-after dream. In turn, the
automation of the shoe industry gave reach to the modern fashion – oriented footwear
industry. As peoples basic demanded and sought after more specialized footwear; footwear
for sports, for leisure, for work, footwear that satisfied needs of both fashion and function.
Today the footwear industry, the assimilation of scientific methods and the findings of
modern radical research particularly in the realm of sports medicine in developing footwear
in accordance with the physiology of the human foot and the dynamics of the body in motion.
Placed on reality. Ever looking to the future with optimism. This is the golden profile of Bata
India.

NATURE OF BUSINESS
Bata India is the largest retailer and leading manufacturer of footwear in India and is a part of
the Bata Shoe Organization. Incorporated as Bata Shoe Company Private Limited in 1931,
the company was set up initially as a small operation in Konnagar (near Calcutta) in 1932.
Industry : Retail Manufacturing

VISION
“Vision is that igniting spark that can inspire and energies people to do better. The focus of
vision is to reach out hungrily for the future and drag it into the present. Bata India today
wishes to reposition itself as a market driven, fashion conscious lifestyle. Focus on a variety
of customer groups.”

MISSION
“A mission statement articulates the philosophy of the company with respect to the business
in specific and society in general. Once the mission statement of company is finalized and
adapted, it provides a readymade guideline to employees of the organization about its
principles, policies and practices. Bata will provide its products and services to all the age
groups in the community. Will also provide the finest quality through customer involvement.”
QUALITY POLICY
BATA‟s quality policy is based on the Bosnia and Herzegovina's state policy in the field of
accreditation and is defined by the BIH Law on Accreditation and the BiH Law Establishing
the Institute for Accreditation whereby BATA has been authorized to implement that policy.
“BATA products are manufactured with the utmost care and stringent quality control is
always maintained. However, despite this high quality assurance, there can be few odd
defective ones among the millions we manufacture and sell.” Impartiality policy is one of the
BATA's key policies which guarantees equal access to all conformity assessment bodies,
ensures objectivity of accreditation activities and regulates the importance of the management
of conflict of interest. Exchange of experience and cooperation with other accreditation
bodies is another opportunity for strengthening the status of accreditation in Bosnia and
Herzegovina. Therefore, BATA is open for any new project that would support the
development of accreditation. Aware of the importance of accreditation in the quality
infrastructure, BATA continuously works on providing opportunities for education and new
practical experiences for permanent and external staff.
In the implementation of its quality policy, BATA works towards meeting general quality
objectives including the following:
 Maintain the status of EA MLA bilateral signatory in the relevant fields and promote the
importance of this agreement
 Monitor the needs of interested parties and timely react and establish new accreditation
schemes and sign EA MLA in the fields relevant to Bosnia and Herzegovina
 Actively participate in the work of international accreditation organizations
 Cooperate with accreditation bodies from the neighboring and other countries
 Raise awareness about accreditation as the most adequate and internationally recognized
tool for confirmation of CAB's competence
 Cooperate with the state-level and entity-level authorities in the field of accreditation
 Cooperate with other quality infrastructure institutions
 Have access to an adequate pool of assessors and/or experts to be able to perform a high-
quality accreditation process
 Eliminate or minimize any risks that could potentially compromise the Accreditation
System of Bosnia and Herzegovina.

WORKFLOW MODEL
A workflow model is the sequential series of tasks and decisions that make up a business
process. Designing a workflow model lets business users see how a process works and helps
them streamline and optimize it for best results and high efficiency.
A workflow model is easy to define and understand. The specific set of rules and paths that
anyone would follow in an organization to complete their respective tasks are referred to as
processes, tasks, or workflows.
The rules and policies that act as guidelines are the ones that are implemented with the help
of workflows. The concept is quite similar to setting up roadways for miles because there will
be plenty of hurdles, obstacles created by others, and changes that need to be implemented.
As long as workflow models are evolutionary with the ability to adapt to changes, they will
continue to be conducive to a productive environment. Sometimes, users will be inclined to
keep things simple and get it over with.
 PRODUCT / SERVICE PROFILE
Wide product assortment : Bata Collections target a wide range of customers and offer an
excellent pricequality ratio. Bata‟s exclusive models along with national and international
brands are carefully selected and updated in response to market demand.
Personalized service : Qualified and enthusiastic sales associates who take customer‟s
satisfaction to heart. In many countries customer service goes beyond the stores with home
deliveries, orders made possible via catalogues, the web or even call centers.
Clear product merchandising : Easy-to-shop store layout with clear product display by
category and by style.

OWNERSHIP PATTERN
Historical FII holding in Bata India Ltd. Promoters holding marginally changed to 52.96% as
of Jun 2020 qtr. FII/FPI have decreased their holdings by 2.33% of holdings in Jun 2020 qtr
Mutual Funds holding marginally changed to 15.93% as of Jun 2020 qtr.

ACHIEVEMENTS / AWARDS
Bata India awarded the prestigious Images award 2009
Bata India, the leading footwear retailer in the country was awarded the Images award for the
Most Admired Retailer of the Year – Fashion & Lifestyle. This was announced at the India
Retail Forum in Mumbai, where the top retail companies in India con
Expending & nurturing the largest footwear retail network
A retail network of over 1200 stores gives us a reach unmatched by any other company. The
Bata Shoe Store is amongst the most recognisable and favoured landmark in any major
market in India.
Bata India continues with its Super brand status
The Bata brand was chosen after a very in-depth and detailed evaluation procedure.
Marketing and Business professionals who compromise the Super brands Council evaluate
and select on parameters like trust, emotional loyalty and re-call of the brand which creates
strong customer loyalty.
Bata India awarded Amity Corporate Excellence Award
Bata India Ltd. has been awarded the Amity Corporate Excellence Award for Best Retail
Chain. This is the third time in a row that Bata India has been honoured with this prestigious
award for Corporate Excellence. The Corporate Excellence Awards are held annually by
Amity International Business.
Amity Corporate Excellence
Bata India has been awarded the AMITY CORPORATE EXCELLENCE AWARD on 21st
February 2008. This award has been given for Bata's excellent performance and retail growth
during the past year.
IMAGE Retail Award
This award was received in the footwear category on on 6th September 2007. This award was
a part of Reid & Taylor Awards for Retail Excellence presented during India Retail Summit
2006.
Super Brands Award
It is awarded to the 1st top ten Super brands of India. Super brand signifies the recognition
that the consumer is giving to the Brand Image, Brand Value and Brand Delivery. The award
ceremony was held in Mumbai on 12th April 2007.
FMCG Consumer Reaction Award
Bata won FMCG Consumer Reaction Award in Fashion & Specialties (Shoes) on March
2007. The Award was presented by: Bharati Vidyapeeth's Institute of Management Studies &
Research.
Lycra Images Fashion Awards
Bata is honoured for 3 consecutive years as Most Admired Brand of the year in Footwear
Category on 25th January 2007.
Retailer of the Year Award
This award was received on 24th Nov 2006 in the footwear category. This award was a part
of Reid & Taylor Awards for Retail Excellence presented during India Retail Summit 2006.
Amity Corporate Excellence Award
This award was given to Bata by Amity International Business School on 22nd – 24th Feb
2006 for having achieved an enviable position of one of the best and most admired company
of the world with their unparalleled performance.
Super Brands Awards
It is awarded to the 1st top ten Super brands of India on 23rd Sept 2005. Super brand signifies
the recognition that the consumer is giving to the Brand Image, Brand Value and Brand
Delivery.
Retail Asia Pacific Top 500 Awards Bata won the Top Retailer 2006-India Bronze award on
7th Sept 2005. This award is given by Retail Asia Pacific TOP 500.

FUTURE GROWTH AND PROSPECTS

The organization is the world‟s largest manufacturer and marketer of footwear. It has 83
companies spread all over the globe both in developed and developing countries. The
organization is the leader in the use of modern technology and the latest management and
marketing techniques. Its 73 manufacturing units produce a vastly comprehensive line of
footwear from women‟s high fashion shoes to artic boots; men‟s dress shoes to popular
sports shoes for the children. It operates 6300 company owned stores all over the world. This
includes Bata family Athletes world Bubble gummers, Rizzi, Heyraud and Marie Claire
stores. In addition Bata has around 50 thousands retailers the combined production and sales
total 270,000,000 pairs of shoes per year. The Bata shoe organization has 67 thousands
employees on its roles today. Bata limited; the world headquarters of Bata shoe organization
located in Toronto is manned by experts in manufacturing, marketing, finance, product
development and personnel. A work force that is available for training and guidance in all
operations in the field. Today Bata India has become a legend behind it’s a sage of
determination and pursuit of excellence. A spirit of enterprise that has made Bata India a
complex, multidimensional giant ever at the service of millions of people in India. How did it
all begin? Today the largest footwear manufacturer is India. The biggest footwear market has
wide wingspan-it covers the entire length and breath of the country.
The company prides itself in having your manufacturing units, two tanneries, and a number
of ancillary units. Pursuing an active policy of encouraging exports since 1935, Bata India
exports the largest number of canvas shoes from the country. In March 2018, Bata India
Limited (NSE:BATA INDIA) released its earnings update. Generally, analyst consensus
outlook appear cautiously optimistic, with profits predicted to increase by 29% next year
relative to the past 5-year average growth rate of 1.6%. Currently with trailing-twelve-month
earnings of ₹2.2b, we can expect this to reach ₹2.8b by 2019. Below is a brief commentary
on the longer term outlook the market has for Bata India. For those keen to understand more
about other aspects of the company
What can we expect from Bata India in the longer term?
The view from 10 analysts over the next three years is one of positive sentiment. Broker
analysts tend to forecast up to three years ahead due to a lack of clarity around the business
trajectory beyond this. To understand the overall trajectory of BATAINDIA‟s earnings
growth over these next few years, I‟ve fitted a line through these analyst earnings forecast to
determine an annual growth rate from the slope. From the current net income level of ₹2.2b
and the final forecast of ₹4.0b by 2021, the annual rate of growth for BATAINDIA‟s
earnings is 19%. This leads to an EPS of ₹31.27 in the final year of projections relative to the
current EPS of ₹17.16. In 2021, BATAINDIA‟s profit margin will have expanded from 8.4%
to 11%.
 ORGANISATIONAL STRUCTURE OF BATA INDIA

Bata India operates with a hierarchical organizational structure, ensuring effective

management and decision-making across its operations. The structure typically comprises the
following levels:
1. **Board of Directors**:
- Oversees the overall governance and strategic direction of the company.
- Includes the Chairman, Managing Director (MD), and independent directors.
2. **Executive Leadership**:
- Led by the **Managing Director (MD) & Chief Executive Officer (CEO)**, responsible
for overall business performance and strategy execution.
- Includes Chief Operating Officer (COO), Chief Financial Officer (CFO), and heads of key
departments.
3. **Functional Heads**:
- Each department has a head overseeing specialized areas such as Marketing, Sales, Supply
Chain, Manufacturing, Human Resources, Information Technology, and Product
Development.
4. **Regional and Zonal Management**:
- Regional managers supervise operations in specific geographic zones across India.
- Zonal managers and area managers handle local retail operations and store management.
5. **Store-Level Management**: -
Store managers and their teams manage day-to-day retail operations, ensuring excellent
customer service and sales performance.
 UNIQUE SELLING PROPOSITIONS (USP) OF BATA INDIA

1.Affordable Quality:
High-quality footwear at competitive prices, catering to diverse income groups.

2.Wide Product Range:

Offers footwear for men, women, and children across casual, formal, and sports segments.

3. Extensive Reach:
A strong retail network with over 1,500 stores across urban and rural India.

4. Heritage Brand:
Over 90 years of trust and reliability, making it a household name in India.

5. Customer-Centric Designs:
Focus on comfort, durability, and modern styles tailored to Indian preferences.

6. Sustainability Initiatives:
Commitment to eco-friendly practices and sustainable product innovation.

7. Omni-Channel Presence:
Seamless integration of physical stores and online platforms for enhanced accessibility.
PRODUCTS OFFERED
 EXECUTIVE BOARD MEMBERS OF BATA INDIA

The executive board of Bata India comprises a mix of experienced leaders, including:

1.Ashwani Windlass –
Chairman and Independent Director
2. Gunjan Shah –
Chief Executive Officer
3. Ravindra Dhariwa –
Independent Director
4. Ashok Kumar Barat –
Independent Director
5. Radha Rajappa –
Independent Director
6. Shaibal Sinha –
Independent Director
7. Gerd Graehsler –
Non-Executive Director

This team oversees the company's strategic and operational management across its extensive
retail and manufacturing network.
 SCALER CHAIN APPROACH OF BATA INDIA

Bata India’s supply chain is integral to its ability to deliver high-quality, affordable footwear
across a vast and diverse market like India. Key aspects of its approach include:
1. Vertical Integration
- Bata India controls significant parts of its supply chain, from manufacturing to retail,
ensuring efficiency and quality control.
- Its manufacturing units are strategically located in India (e.g., Batanagar, Kolkata) to
optimize logistics and minimize costs.
2. Multi-Channel Distribution
- Retail Stores: Operates over 1,800 retail outlets across India, ensuring a strong presence in
urban and rural markets.
- E-Commerce Platforms: Leverages its website and partnerships with online marketplaces
to reach digital customers.
- Wholesale Distribution: Supplies products to third-party retailers, enhancing market
penetration.
3. Localized Sourcing
- Sources raw materials and components locally to reduce costs and support domestic
suppliers.
- This strategy aligns with the "Make in India" initiative, boosting local economies.
4. Demand-Driven Supply Chain
- Uses advanced forecasting tools to predict demand trends and manage inventory
effectively.
- Ensures product availability without overstocking, reducing wastage and carrying costs.
5. Logistics and Warehousing
- Maintains an extensive warehousing network and partners with logistics providers to
streamline product distribution.
- Uses technology to optimize routing and ensure timely delivery to stores and customers.
6. Sustainability in Supply Chain
- Implements eco-friendly practices by adopting sustainable materials and reducing
environmental impacts in production and logistics.
7. Focus on Innovation
- Continuously invests in supply chain digitization, using tools like ERP systems and real-
time data analytics for better decision
 CERTIFICATION OF ISO 14001 OF BATA

Bata India has achieved ISO 14001 certification, which reflects its commitment to
environmental sustainability and eco-friendly manufacturing processes. This certification
applies to their state-of-the-art production facilities in India, particularly at the Batanagar
plant, which is known as one of the largest footwear manufacturing units in the country.

ISO 14001 is an internationally recognized standard that sets criteria for environmental
management systems, helping organizations improve their environmental performance
through more efficient use of resources and reduction of waste. By obtaining this
certification, Bata India demonstrates its dedication to minimizing its environmental impact
while maintaining high-quality production standards.
 SWOT ANALYSIS

SWOT analysis of Bata analyses the brand/company with its strengths, weaknesses,
opportunities & threats. In Bata SWOT Analysis, the strengths and weaknesses are the
internal factors whereas opportunities and threats are the external factors. SWOT Analysis is
a proven management framework which enables a brand like Bata to benchmark its business
& performance as compared to the competitors and industry. As of 2020, Bata is one of the
leading brands in the lifestyle and retail sector. The table below lists the SWOT (Strengths,
Weaknesses, Opportunities, Threats), top Bata competitors and includes Bata target market,
segmentation, positioning & Unique Selling Proposition (USP).
BATA STRENGTH
 Bata has a worldwide Presence in over 70 countries and production facilities in 27 countries
 Benefit received from link to the international organization for back-office systems, product
innovations and sourcing.
 Bata showrooms are found in all the major cities, mini-metros and towns  Sells through
over 1200 retail stores in India and 5000 stores worldwide
 Bata company employs more than 6800 people in India and 40000 people world over and
over 30,000 dealers
 Excellent advertising and brand presence
 Wide range of footwear including ladies sandals, heels, sports shoes, men formal shoes, trek
shoes, accessories etc
BATA WEAKNESS
 High cost for brand protection for Bata products
 Intense competition in the footwear segment means limited scope to overhaul market share
BATA OPPORTUNITIES
 People now look towards buying footwear as a blend of fashion and comfort, so now has an
increasing market size
 Bata has an opportunity to create a separate division for tackling the rural markets in
emerging nations
 Global expansion in the premium footwear section
BATA THREATS
 Intense competition from other leading footwear brands can affect Bata's margins
 Commoditization if fashion footwear not differentiated well
COMPETITORS
 Nike
 Reebok
 New Balance
 Converse
 Puma
 Fila
 Adidas
 Liberty Shoes
 CONCLUSION

The study of Bata India reveals a robust organization with a rich legacy in footwear
manufacturing and retail, operating effectively in a competitive market. Here are key
conclusions drawn from such a study:
1. Market Leadership and Brand Legacy
Bata India has established itself as a market leader in the Indian footwear industry,
leveraging its strong brand equity and vast retail network. It caters to a diverse consumer base
with products ranging from affordable footwear to premium offerings.
2. Manufacturing Excellence
The company operates one of the largest footwear manufacturing facilities in India,
showcasing its capability in large-scale production. ISO certifications, such as ISO 9001 and
ISO 14001, underline its commitment to quality and environmental responsibility.
3. Focus on Sustainability
Bata India's integration of sustainable practices in production and supply chain
management highlights its proactive approach to environmental and social governance
(ESG). This enhances its reputation among environmentally conscious consumers.
4. Adaptation to Market Dynamics
Bata India has demonstrated resilience by adapting to changing market trends, such as
embracing e-commerce and digital technologies to stay relevant in the evolving retail
landscape.
5. Challenges and Opportunities
Despite its strengths, the company faces challenges such as intense competition from local
and global players, fluctuating consumer demand, and the need for rapid digital
transformation. Capitalizing on these challenges presents opportunities for growth.
Conclusion
Bata India's success lies in its ability to balance tradition with innovation. Its focus on quality,
sustainability, and customer-centric strategies ensures its position as a trusted brand in the
Indian market. However, continual adaptation to emerging trends and technological
advancements will be critical for sustained growth in a competitive and dynamic industry.
 BIBLIOGRAPHY

BooksReferred
Philip Kotler, “Marketing management”, Hall of India, Mumbai, 2000.
S.S Sherlekar, “Principle of Marketing”, Sapna Publishers, Hyderabad, 1998.
C. R. Kothari, “Research Methodology”, Himalaya publisher, Delhi, 1999.

Journals&Magazines Business Today Business India Business World

NewsPapers&Magazines The Economic Times The Asian Age The Hindu

Website:www.bata.com