Bata's power trip

The footwear giant is all set to leverage nostalgia to give its oldest brand Power a distinct identity

Photographs by Vishal Koul

On a May evening, Dhawal Malekar and Mayank Nair walk into the 3,000 sq ft Bata showroom in Malad, a bustling Mumbai suburb. Malekar, 29, and Nair, 28, both advertising executives, are comeback joggers, and have dropped by at the store (one of the footwear company’s 70-odd stores in Mumbai) to buy a pair of running shoes from a brand that they associate with value and affordability from their school days.