Pump in Rs 100 crore to carry on with its old strategy of deeper penetration of markets in small cities and rural areas, Bata is going for franchisee route as they are more cost effective for tier III and tier IV cities. The company is planning to set up a rural division that will distribute merchandise in the rural market. The new marketing initiatives will help it tap a larger population. Also, the company has planned for addition of 100 stores under the franchise model in rural areas in the next two years. Such expansion plan of the company will be an added business opportunity for the signage companies whose activities revolve around in-shop displays, designs, branding, etc.
