Footwear brand Bata in planning to launch 100 new stores in India against the backdrop of the coronavirus pandemic.

The openings are part of the firm’s plans to have 500 more outlets operating by 2023 in the territory above its current 1500 stores. The move is expected to improve Bata’s market penetration in semi-urban and rural areas.

“We will open around 100 stores this year,” said Bata India chairman Ashwani Windlass, “and 80 per cent of these outlets will be opened through a franchise model in tier-II and tier-III cities.” 

Stores will be selectively opened in areas that performed comparatively well economically despite the impact of the pandemic. More urban customers may be targeted with mobile shops driving into more remote regions and setting up temporarily in residential complexes.

The firm is also boosting its efforts in e-commerce, making deliveries in more than 1300 cities. Bata management currently estimate that online sales make up 5 or 6 per cent of total sales.