Bata India is moving to the next orbit: Motilal Oswal

Moving to the next orbit – Right investments underway; strengthening its invincible moat

BATA is making the right investments in advertising, brand building and store expansion as it plans to add 100 stores on net basis going forward, much higher than the 30 stores added in CY13. Similarly, BATA is aggressively penetrating into newer markets and channels through an entry in Tier 2, 3 and 4 cities and developing an aggressive strategy for e-commerce. It has developed a special team for e-commerce and will have a two-pronged strategy: 1) sales being done through third party e-commerce platforms like Jabong, Flipkart, Snapdeal, etc and 2) sales being done through its own website and mobile app (to be launched shortly). It is also evaluating opening of exclusive Hush Puppies stores and Foot In stores in Tier 2 and 3 markets. It also plans to roll out its ERP program starting 4QCY14 which will not only improve working capital but drive sales. It plans to increase the price points of some products priced at INR499 upwards and reduce price points of some products priced ~INR1049 downwards to INR999 owing to changes of excise duty on footwear in recent budget.

Download Bata research report by Motilal Oswal