School shoes? ❌
Bata ✅
Affordable and comfortable? ❌
Bata ✅
That's how Indian Bata is.
But did you know, the company has its roots in Czechoslovakia (now headquartered in Switzerland).
In 1894, the Baťa Shoe Company was established by siblings Tomáš, Anna and Antonín Baťa – the eighth generation of Bata family shoemakers.
In 1897, it introduced the first steam-driven shoemaking machines, and became Europe's first mass producers of shoes.
In the 1930s, Bata decided to enter India.
Why, you ask?
In the 1920s, Mr. Thomas Bata Sr. visited India and what he saw here was heartbreaking.
Most people were walking barefoot or in torn shoes.
He saw a huge opportunity here, and set up its first Indian plant in Konnar, Kolkata in 1932.
India's per capita footwear consumption was just 1.9 pairs per year, as compared to global average of 3 pairs per year.
So, there was enough room for growth.
Now, the Indian shoe market at this time was dominated by Japanese imports.
But Bata’s affordability and comfort gave customers value for their money and they rushed to buy this new brand in town.
Result?
In just two years, the production unit had to be doubled in size!
What really made Bata Indian was that it understood the Indian market really well.
It launched different brands to target different user segments, from school-going children to office-going people.
On seeing the success of this segment, other players like Khadims and Paragon also entered the market.
Now that Bata was not the only player, it wanted to become the best player.
So, it went on an advertisement spree with catchy taglines:
“First to Bata, then to School”
“Beware of Tetanus, even a small injury could be dangerous – so wear a shoe”
“So Stylish, So Comfortable”
While some brands go for the “foreign brand” image, Bata blended in and ruled our hearts.
So much so that it is widely mistaken as an Indian origin brand.
Fun fact: Bata shareholders get 20% discount every year on any purchase with no minimum order value (could they know Indians any better?)
Have you ever owned a Bata footwear?