Global denim major Levi Strauss & Co. is looking to India to play a central role in its long-term ambition to become a $10 billion company. According to Hiren Gor, Managing Director for South Asia, Middle East & Africa (SAMEA), the brand sees significant growth potential beyond traditional jeans, focusing heavily on women's wear, tops, and premium product lines.
International markets currently account for about 60 percent of Levi’s global revenue, with India positioned among its top six markets. For the quarter ended May, Levi Strauss reported a global net revenue of $1.6 billion, up 8 percent year-on-year, while Asia revenue grew by 10 percent. In India, the company recorded sales of ₹1,668.7 crore in FY24 based on RoC filings, alongside a 13.4 percent decline in profit to ₹159.4 crore.
Both the denim and non-denim segments in India are growing at mid-double-digit rates. While men's products continue to form the larger component of the business, women's products are outpacing men's in growth velocity. Additionally, the premium segment is expanding in high double digits, with the Red Loop premium proposition accounting for approximately 15 percent of the men's business.
This shift represents a notable change for a brand traditionally associated primarily with jeans. Levi’s currently sells more than one top for every bottom in the country. Tops, non-denims, and women's apparel are serving as primary drivers to increase consumer engagement and wardrobe penetration. Changing fashion preferences, including a shift toward loose, baggy, wide-leg, and flare silhouettes alongside skinny and slim fits, have created additional purchasing occasions for consumers.
Beyond consumer retail, India is increasingly integrated into Levi’s global supply chain. Gor noted that over 95 percent of Levi’s consumption in India is manufactured locally through a broad supplier network spread across the country. Furthermore, Indian manufacturing facilities are producing apparel for international markets as global supply chains diversify.
On the retail front, Levi’s is approaching the 500-store milestone in India. Rather than pursuing a fixed store-count target, the company is prioritizing larger retail formats with wider assortments in key urban catchments. These physical stores operate alongside online platforms, marketplaces, and shop-in-shop networks.
"Levi's strategy in India highlights a mature understanding of shifting consumer demographics and lifestyle preferences. By diversifying away from core denim into women's wear, tops, and premium categories, the brand is successfully increasing its average basket size and customer lifetime value. Furthermore, leveraging India not just as a consumption market but as a manufacturing and sourcing hub for the global supply chain provides structural cost advantages and operational resilience. For expanding retail businesses, balancing localized manufacturing with multi-channel retail expansion remains a proven playbook for sustainable growth." — Dr. Shishir Gupta, Founder & CEO, StartupLanes
