Focusing on rural and institutional sales, Bata is moving into Tier 2 and Tier 3 towns in a big way. Maximising new shop growth in metros, the company reaches out to 140 new cities through distributors, going to much smaller towns through wholesalers and introducing new designs every three months are some of the other major steps that would be taken. The company will take up space within existing shoe stores and we will be merchandising the Bata brand using its own signage. Bata’s big step towards its expansion is a new opportunity for the signage companies, viz. PSPs, fabricators, sign makers and others associated with retail sector or in-store display activities.
