As Levi Strauss & Co. targets expanding its global business from $6.2 billion to $10 billion, CEO Michelle Gass has identified India as a crucial driver of this growth. Speaking with TOI during her first visit to India as CEO, Gass highlighted India as one of the top six markets for the iconic denim brand, attributing the country’s potential to its large and youthful consumer base, which is consistently in search of new styles.
India, the company’s largest market in Asia, is expected to contribute “disproportionately” to Levi’s global growth. Gass, who assumed her role last year, brought much of the company’s leadership team to India, including Chief Financial and Growth Officer Harmit Singh, an alumnus of Delhi’s Shri Ram College of Commerce, to strategize on leveraging this market’s potential.
“We are executing our strategy exceptionally well in India, differentiating ourselves from the competition. The faster we scale here, the more we will extend this lead,” Gass stated. She emphasized that India is critical for achieving Levi’s global objectives, describing the Indian consumer as a perfect match for the brand both demographically and psychographically.
Under Gass’s leadership, Levi’s is refining its growth strategy, aiming to balance its traditionally male-dominated customer base by expanding offerings for women. While denim remains central, the company is also diversifying its product range, particularly in tops, to complement its iconic jeans. This approach aligns with Levi’s broader strategy of “owning the denim lifestyle,” which Gass expects to drive growth over the next decade.
India, where shoppers already buy more tops per bottom compared to other markets, offers significant opportunities. Levi’s is also focusing on increasing the penetration of denim skirts and dresses, areas where the brand sees considerable growth potential.
Chief Financial Officer Harmit Singh noted that the women’s segment now accounts for 30% of Levi’s business in India, up from 20%, reflecting the success of these initiatives. However, Levi’s faces stiff competition from global brands such as Zara and H&M in the non-denim space.
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