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Levi Strauss Bets on Indian Hypermarkets

May 8, 2007


Levi Strauss Signature, the Jeans brand for the Trendy Youth is eyeing hypermarket segment in the Indian retail boom. We learn from Insiders that it is in talks with Reliance Retail, Bharti-WalMart and also Birla Group.

Signature jeans operated in affordable segment in the price range of Rs 600 to Rs 900. It is already present in 14 of Big Bazaar stores and will be in all Big Bazaar stored by the end of this month.

Mr Ramani of Levi Strauss said,

We are very optimistic about Hypermarkets. Hypermarkets operate in the value, standard and premium segments. We hope to serve the premium band of this market. Signature as a brand is suitable for this format. We want to establish Signature as a brand of its own providing value to customers and drawing from the legacy of its parent company.

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