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Levi’s sees growth rise to decade high in India, launches regional campaign

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today Nov 28, 2019
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Denim and apparel brand Levi’s has seen its highest sales growth in India in a decade and has launched an India specific campaign for its “Proud to be More” initiative.

Artwork for Levi’s new Proud to be More campaign - Gaysi Family- Facebook


Levi’s reported its highest sales growth since 2009 in the 2019 financial year with Rs 1,104 crore ($166 million) sales representing 25% year-on-year growth. The brand said its women’s jeans segment experienced the highest growth rate.

“It is led by casualisation of work place culture fuelled by millennial and Gen Z,” Levi’s India’s managing director Saneev Mohanty told ET Bureau about the brand’s growth in the country. “Denim, being the uniform of youth and beacon of this culture, has managed to lead the mega trend.” India’s denim market is growing as a whole and market research firm Euromonitor reported that India’s jeans market is now worth Rs 21,993 crore.

Capitalising on its growth in India and pursuing further market penetration, Levi’s recently launched its Proud to be More campaign in India with a short film to share LGBTQIA+ voices in India. The campaign speaks to a Gen Z audience and promotes the brand as diverse and inclusive.

“The #ProudToBeMore campaign is driven by the insight that an individual’s journey of discovering their gender, sexual orientation and preferences is a unique one,” Levi’s vice president of marketing for Asia and MENA, Karen Riley Grant told, Brand Equity about the campaign. “This campaign aims to celebrate those authentic individuals and their journeys. We hope to empower people to be proud, accept themselves for who they are and become an individual above their sexual orientation.”
 

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