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Jeans are a part of the Indian gene
Published on Fri, Mar 14, 2008 at 21:13 in 
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DENIM DHAMAKA: Levi's will double its number of stores in three years, with the aim to double its revenue by 2010.
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New Delhi: Baggy or boot fit, trimmed or torn — if its denim, its in. Where Europe and US still make up 60 per cent of the world's denim market, India is fast catching up as a consumer and manufacturer both.
India manufactures more than 400 million meters of denim every year. Brands like Levi's that also owns Dockers and other signature brands exports a significant amount of denim from India to the US and Europe.
In India, Levi's will double its number of stores in three years, with the aim to double its revenue by 2010.
A leader in the premium jeans market, Levi's will focus on women's denim with the aim to up its revenue from the women category from 35 per cent to 50 per cent.
President & CEO Levi Strauss & Co., John Anderson says, "We are looking at launching a women's line in Dockers and exclusive stores for women."
Currently, women contribute to about 25-30 per cent of the denim market. However, this is all set to change.
Industry players believe that it shall soon be a game of equals. Where the denim market is growing at about 25 per cent, formal wear is seeing just about 12 per cent growth.
More players and affordable prices has truly made denim part of our genes.
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