Calcutta, July 23 :
Calcutta, July 23:
Bata India Limited, the 51 per cent subsidiary of the Toronto-based Bata Shoe Organisation (BSO), is likely to remove Chandu Morzaria as its managing director soon and
appoint Fernando Garcia in his place in a top-rung shake-up aimed at revving up the stuttering sales machine.
Garcia, who handles retail sales and marketing at the company's Toronto hub, is expected to arrive in India at the end of this month and take charge in the second week of August.
Morzaria, the managing director and regional executive of south-Asia, joined Bata India on January 31 after serving as the vice-president and
executive director at the Bata headquarters, besides being a part of its global executive committee. Despite his exit from the top spot in India, he will continue as the regional executive of South Asia from Calcutta.
Earlier, William Keith Weston had donned two caps - that of the managing director and the regional executive. The company was believed to have been looking for a managing director who could share the responsibilities with Morzaria. G. C. Bahuguna, who had remained an executive director even after his retirement in 1999, has also put in his papers.
Though M.J. Z. Mowla, Bata's senior vice-president, refused to comment on the reshuffle in the company's India top-brass, the measures are seen as an attempt to boost its Rs 760-crore bottomline. The moves come at a time when Bata India's second quarter net profit sagged 10 per cent at Rs 5.56 crore against Rs 6.21 crore in the same period last year. 'The distribution of the responsibilities will sharpen the focus on marketing, sales and proper cash management,' sources said.
Apart from the changes in the top rung, a number of expatriates have been handed several key positions to reverse the sales slide. One of them is Harnan Ordonez, who has been flown in from Toronto to revamp the wholesale business. The other is Tony Van Es, who has been deputed here with a three-year term to take steps to maintain product quality.
W. Riber has been drafted in from Bata Pakistan to draw up a fresh merchandising strategy as part of the company's increased emphasis on product development. Meanwhile, sales to wholesalers against credit have been restricted to recover outstandings from them. 'This has yielded some positive results for the company,' sources said.