Skip to main content

Great Power Shoes

Bata Shoe Company Limited was incorporated in India on December 23, 1931. On April 6, 1956, it became a private company and changed name to "Bata Shoe Company Private Limited". Then on becoming a public company it became "Bata Shoe Company Limited" on April 18, 1973, but then only days later on April 23, it was renamed "Bata India Limited", the name by which we know it today.

Three ads from the 80s for the famous athletic shoe brand 'Power' from Bata. These shoes were first launched in the year 1972.

Birth of the fitness cult
Power Jogger


However strenuous workouts
your feet never had it so good.
Body by Workout


The future of tennis rests on this pair
Power Ultimo

(Agency: Clarion)

If shoes be the criteria (and it's a good criteria) to denote periods in personal or non- personal history, then this history can be traversed easily by dividing it into two eras: BATA era and the Post-BATA era. According to this fine classification, in case of personal histories, all your adolescence years can go into BATA era and the rest goes in post-BATA era. And since BATA came to India in 1931, everything since then, right until liberalization of economy, can be filed in BATA era and the post-liberalization can simply be called post-BATA era.

The first thing one noticed about the post-liberalization 'sports' shoes was that they were lighter (which was good), cooler (it was a new word), costlier (definitely bad but didn't pinch much now), its sole wasn't covered under any warranty(?) and these shoes never lasted very long. And still people bought them.

Image(right): Young Sachin Tendulkar from BATA era with his Power logo bat. Post-BATA era Sachin played with his famous MRF bat. That MRF logo apparently earned him 1.5 crore.


Popular posts from this blog

Famous Old Faces of Doordarshan

Some people recall the faces and some people recall the names. Here are images of some of the famous readers and presenters of Doordarshan down the years. If you recognize any of them, leave a comment. [ Update 1 : Most of the faces now have names thanks to helpful comments by olio-gallimaufry ] [ Update 2 : Included image of one of the earliest presenters, Gopal Kaul. Send in generously from personal collection by son, Ashutosh Kaul. Sept, 2010.] [ Major Update 3: Got a tip-off about a documentary about the famous faces of Doordarshan from the makers   of     “The Golden Trail , DD@50 :Special feature on Golden Jubilee of Doordarshan ” from which these caps were taken. I managed to catch the incredible documentary and am adding some more faces/name and part of the docu here. New ones can be found after the image of  Narotam Puri. 30th Oct, 2010]  Pratima Puri. Believed to be the first Doordarshan reader.

Indian Cigarette Vintage Ads

He put a cigarette in his mouth and, as a matter of silent routine, offered one to Gwyn, who said ‘No thanks.”Richard looked at him.”I packed it in.”"You what?”"I stopped. Three days ago. Cold. That’s it. You just make the life choice.” Richard looked up and inhaled needfully. He gazed at his cigarette. He didn’t really want to smoke it. He wanted to eat it. Almost the only thing that he still liked about Gwyn was that he still smoked…Paradoxically, he no longer wanted to give up smoking: what he wanted to do was take up smoking. Not so much to fill the little gaps between cigarettes with cigarettes (there wouldn’t be time, anyway) or to smoke two cigarettes at once. It was more that he felt the desire to smoke a cigarette even when he was smoking a cigarette. The need was and wasn’t being met… While it would always be true and fair to say that Richard felt like a cigarette, it would now be doubly true and fair to say it. He felt like a cigarette. And he felt like a cig

Woman by Arun Kolatkar

a woman may collect cats read thrillers her insomnia may seep through the great walls of history a lizard may paralyze her a sewing machine may bend her moonlight may intercept the bangle circling her wrist a woman my name her cats the circulating library may lend her new thrillers a spiked man may impale her a woman may add a new recipe to her scrapbook judiciously distilling her whimper the city lights may declare it null and void in a prodigious weather above a darkling woman surgeons may shoot up and explode in a weather fraught with forceps woman may damn man a woman may shave her legs regularly a woman may take up landscape painting a woman may poison twenty three cockroaches - a poem by Arun Kolatkar from year 1967. Translated by Adil Jussawalla. Found it in New Writing in India (1974) ed. by Adil Jussawalla.