With the advent of Rohan Batra, Managing Director of Mumbai-headquartered Cravatex Brands, which has the license to sell Fila products in India, fortunes are turning in the company’s favour.
Fila saw sedated growth compared to its much illustrated contemporaries like Adidas and Puma.
In 2014, Fila devised a new strategy by looking at the product mix, closed down outlets that were adding no value to the brand experience, exiting some of the footwear categories, created a design department that was edgy, and adding a lot of global products that were not available earlier in the country.
This has resulted in doubling of the average maximum retail price, increase in average margin delivery, improved profits and modernised products
Fila is present in India since 1970s
