Levi's aims to establish itself as a lifestyle brand in India

By

Isabelle Crossley

Published
Apr 25, 2023

Denim specialist Levi’s is expanding its product offering in the Indian market beyond jeans. In line with its global strategy, the US brand's goal is to become known as a lifestyle brand across India. 

“What we are now after is to make sure that we are sort of a holistic lifestyle apparel company as far as the consumer is concerned and not a denim only brand,” Levi’s senior vice president and managing director for South Asia, the Middle East, and Africa Amisha Jain told the Times of India. “We want to go deeper with non-denims in terms of the bottoms as well.”
 
The brand has seen strong traction from women consumers in India, despite historically being a brand with more male customers. The label is tapping into this as well as Gen Z Indians’ love of athleisure and more sporty, casual designs, with its expanded product offering for the country. 

“I don’t see that Indians are price sensitive anymore,” said Jain. “They are asking for the right quality and the right product. Most brands are doing some kind of markdowns, but we are not.” 
 
Levi’s retails through its country-specific e-commerce store, exclusive brand outlets, and multi-brand outlets both online and offline in India. This month, Levi’s opened its largest store to date in Bengaluru.