BATAINDIA

Bata India is sharpening its digital strategy

Bata India is sharpening its digital strategy with a clear push to scale online channels into a larger growth engine, even as competition intensifies from new-age direct-to-consumer brands and quick commerce platforms. The footwear major is targeting a significant jump in digital contribution, with e-commerce and omni-channel sales currently accounting for 13–14 per cent of overall revenue. The company now aims to take this share to about 25 per cent over the next three years, signalling a sustained shift in focus towards online-led growth. “We have taken a goal of about 25 per cent contribution in the next three years,” said Sharad Thakur, Head of eCommerce for India and Asia Pacific, Bata India.