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Signature line of innerwear from Levis set to storm Indian markets
Feb '09
The Tirupur based Stallion Garments, having a turnover of Rs 800 million and 1,500 employees, has procured a license to manufacture and market Levis Strauss Signature brand of innerwear in India. The products would be on shelves across India by mid April and also would be available with retailers selling the company's brands of high-end innerwear by the name of 'When' and 'Lam'.

fibre2fashion spoke to Mr Dilip Newar, Vice-President (Sales) at Stallion Garments to learn more about the brand and the launch, who said, “It's a license agreement between Levis and Stallion Garment. We are going to launch Signature series of innerwear for men from April onwards. Initially it will be launched in 40 different locations in India, which includes Bangalore, Chennai, Hyderabad, Madurai, Coimbatore, Calicut, Cochin, Mumbai, Ahmedabad, Nagpur, Surat, Delhi, Chandigarh, Jaipur, Lucknow, Calcutta, etc.”

To a question on the timing of the launch, when the market is going through a acute recessionary phase, Mr Newar positively and optimistically replied by saying that, “There are three main reasons, one, opportunity came to us now, two, mid price segment has not be fully explored and last we have a wonderful team of people”, and added by saying that “there are very few brands which focus on high segments and plenty are found in the lower segment, which provides us an opportunity to exploit the potential of the mid-price segment ”.

With an with an investment of Rs 20 million, the company will be manufacturing and marketing fashion briefs, trunks, vests, racer back tops, bikini briefs, V-necks and a host of other innerwear from the Levis Signature line and will carry a price tag of between Rs 70-220,. The company is concentrating on the domestic markets in a bid to counter a slowdown in international markets and is expecting to seize a 10 percent market share of the mid to premium innerwear market in the next fiscal of 2009-10 from the Levis Signature line.

Fibre2fashion News Desk - India

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