After setting up shop in India in the 1930s, Bata became a well-recognized footwear company. It was plain sailing for the company until the early 1990s, when the Indian economy was opened up to international competition, bringing international brands with state-of-the-art technology, designs, and best practices. The company remained unmindful of the changes that were taking place in the environment. Economic growth had boosted the purchasing power of buyers, especially among young people, who formed a sizable chunk of Bata customers. Consumers wanted contemporary styling and convenient shopping, and were willing to pay for it. The competition capitalized on the opportunity and snatched Bata's advantage as an established company by catering to the whims of buyers in every possible way.

Description based on online resource; title from home page (viewed on May 3, 2016).

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