How A Czechoslovakian Footwear

Company Became Synonymous With

Bengali Households

The history and cultural legacy of Bata. Bata

Vaaswat Sarkar
Published on :
11 Oct 2023, 11:16 pm
6 min read

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It’s the early 20th century. What connects the rural town of Zlín, Czechoslovakia with a small
village in West Bengal? You guessed it! Bata - the footwear company that has stood the test
of time, for they are as durable as the shoes they produce. Today, the name Bata has
tremendous household popularity and as a Bengali boy, growing up in Kolkata, I can vouch
for that. Even though it is a European brand, its renown in India is synonymous with any
homegrown brand - so much so that many people simply assume Bata to be an Indian brand.
Today we wind back the clock and take you back in time, as we trace the origins of Bata and
how it flourished in India.

Inside Achipur: The Chinese Heritage Of An Unassuming, West Bengal Village

1894-1930

In 1894, Czech shoemaker Tomáš Bata, along with his brother Antonín and sister Anna,
founded a small shoe factory in Zlín, Czechoslovakia (present-day Czech Republic). Three
years later, in 1897, the introduction of mechanized production techniques in Europe,
including the implementation of the first steam-driven shoemaking machines, initiated a
period of rapid modernization for the company. Under the leadership of Tomáš Bata's son,
Jan Antonín Baťa, Bata embraced mass production, affordable prices, and global expansion.
This led to the establishment of Bata's presence in various countries, including India,
Singapore, Japan, and many others, solidifying its position as a pioneering mass producer of
shoes and a trusted footwear brand worldwide.
Bata Company Founders,Tomáš Bata, his brother Antonín and sister AnnaThomas Bata
Foundation

Rise of mechanized productions in 1897Bata

1931-1947

In 1931, Bata set its foothold in Kolkata, India, at a time when retail stores were a novelty.
The company's founder, Tomáš Baťa, recognized the vast market potential and the
opportunity to provide quality yet affordable footwear to the Indian population. Bata quickly
gained popularity among Indians, who were accustomed to walking barefoot or wearing
tattered shoes. The company's first Indian production unit in Konnagar, near Kolkata, proved
transformative, as the demand for Bata shoes surged. From there, they moved to the small
village of Nangi in South 24 Parganas. This move transformed the small village into the
thriving township of Batanagar, a place synonymous with Bata's legacy in India.
The first Bata factory at KonnagarJan Baros

A group photo of the Czech workers in KonnagarHelen Giglietti

Throughout its history, Bata has demonstrated remarkable resilience in the face of global
crises. The company's ability to adapt, evolve and overcome challenges was the reason why it
stood the trials and tribulations of time. Despite the massive disruptions caused by the World
Wars, Bata continued to thrive and expand its operations. During World War I, Bata's
factories in Europe were repurposed to produce military footwear, contributing to the war
effort. Similarly, during World War II, Bata's factories in various countries were converted to
support the production of essential supplies for the armed forces. Despite the difficult
circumstances, Bata's commitment to efficiency and quality remained unwavering. The
company's adaptability and ability to navigate through these turbulent times cemented its
success and solidified its position as a global footwear brand.

How India Served As A Refuge For The Polish During World War II

1947-1980

The year was 1955. I was eight or nine years old. I remember the Soviet leader, Bulganin and
Nehru had come to visit the Bata school. Left, right, left — we were doing march-past and
greeting the leaders. It was a proud moment for all the residents of Batanagar.

Lekha Sarkar, my grandmother, a resident of Batanagar from 1947-1970

In the years after India's independence, Bata continued to thrive and solidify its position as a
household name. The company's marketing strategy centered around the brand's universality
in the lives of ordinary people. Bata's print advertisements, devoid of flashy slogans, placed
emphasis on pricing and durability. The iconic tagline "First to Bata, then to school"
encapsulated the ritualistic experience of visiting a Bata store before every school session.
Bata school shoes became an integral part of every child's life, symbolizing the beginning of
a new academic year. The brand's commitment to affordability and quality struck a chord
with the Indian middle class, establishing Bata as the preferred choice for footwear.
A classic advertisement poster with the tagline "First to Bata, then to school"Bata

1980-1990

In the 1980s, Bata faced competition from local brands such as Gola Shoes, Liberty, Paragon,
and Khadim. To stay ahead, the company embarked on an advertising spree, showcasing its
undefeated points about utility, durability, and pricing. Bata's advertisements highlighted the
versatility of its footwear, targeting specific audiences. The brand's commitment to
customization and catering to different segments of consumers helped it maintain its market
share. Bata's advertising campaigns featured young people sporting their footwear, promoting
the idea of stepping out in style and embracing the world of color. Bata advertisements were
so legendary that today they are taught as case studies in top-tier MBA colleges.
An old Bata advertisement Pinterest

An old Bata advertisement Pinterest

An old Bata advertisement wearabout

1990-Present

Bata has also managed to In recent years, Bata India has undergone substantial changes,
expanding its product portfolio and embracing consumer-centric strategies. The brand's ISO:
9001-certified Batanagar production plant continues to be a testament to its commitment to
quality. Bata India's network of dealers and stores has grown exponentially, reaching
customers in every corner of the country. The brand's advertising approach has evolved,
enlisting popular actors and athletes as brand ambassadors, further cementing its position in
Indian culture. Bata has also ventured into new segments, such as sports footwear, to cater to
the evolving needs and preferences of Indian consumers.
The brand's ISO: 9001-certified Batanagar production plantWikimedia Commons
Sushant Singh Rajput was the Indian brand ambassador of BataBrand Equity

Bata's dedication to social welfare

A good company yields only commercial success but a great company is known for giving
back to society and Bata embodies that spirit. Bata has always recognized the importance of
social responsibility and has actively engaged in initiatives that benefit the communities it
operates in. The company has undertaken various projects and programs aimed at improving
the lives of people, particularly in the areas of education, healthcare, and environmental
sustainability. Bata has established schools and vocational training centers, providing
educational opportunities to underprivileged children and empowering them for a better
future. The company has also initiated healthcare initiatives, including medical camps and
awareness campaigns, to promote well-being and access to healthcare in remote areas.
Additionally, Bata has implemented sustainable practices in its operations, focusing on
reducing its environmental footprint and promoting eco-friendly manufacturing processes.

A Kolkata Initiative Is Uplifting Underprivileged Children Through Rugby & Education

In our township, Bata has built everything. The school my five sisters and I studied in,
employee housing complexes where my uncles lived, the cinema hall we would go to after
school and the stadium - it was huge and I spent so many days practicing for my track and
field events in that stadium and won several medals there, as well. The happiest days of my
childhood have been spent in Batanagar. Thinking of it fills me up nostalgia. If you go there
even today, you will find all these buildings.

Lekha Sarkar

A present-day photo of the Bata schoolDirectmap

Bata's legacy in India is a testament to its ability to adapt, innovate, and resonate with the
Indian consumer. From its arrival in Kolkata to becoming a household name, Bata has left an
indelible mark on the Indian footwear industry. The brand's commitment to affordability,
durability, and style has endeared it to generations of Indians. As we step into the future, Bata
will continue to carve a distinctive niche in India's footwear landscape, ensuring that its
legacy lives on. With its rich history and unwavering dedication to quality, Bata has remained
a trusted companion for Indians, accompanying them through various life stages and fashion
trends.

A modern-day Bata store in KolkataAcropolis Mall

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16 Oct 23