Leading shoemaker Bata India will cease discounting and increasing product price to compensate for revenue loss faced due to lockdown and rise in operating cost of its physical stores in the new normal.
Sandeep Kataria, CEO of Bata India, in a press briefing by the company’s senior leadership, said that the company is maintaining pre-COVID pricing for its products despite an increase in the operational cost post lockdown.
“We are not discounting as we don’t want customers to rush back and crowd the stores in times of social distancing,” he added.
As per Kataria, stores in residential areas performed better than those on high street. Tier 2, 3, and 5 markets showed faster recovery and achieved pre-COVID numbers in the initial phase of reopening retail.
He further shared that need-based essentials such as home footwear, footwear for growing children, sports shoes for training at home, and products below Rs 1000 are being replenished in the current phase.
The company is launching disinfecting sprays and wipes for bags and footwear in June.
The company is also planning to increase its e-commerce footprint. Home shopping with Whatsapp chat, a pilot launched two weeks ago, is set to be rolled out to the rest of the country.