Levi’s Strauss Signature brand of innerwear for men is slated for launch this month in India by the Tirupur-based Stallion Garments, which has obtained the license to manufacture and market the products.
“We are a licensee for Levis Strauss Signature brand of innerwear for men in India. We plan to launch the collections during the end of this month and the products will be available in retail stores from June,” Sivabalan Thangavelu, vice-president, Stallion Garments said.
Stallion plans to market the Levis innerwear collections through its existing distribution network across the country. It has about 35 distributors across the country and plans to reach the innerwear collections to 2,000 retailers, including the Levis Strauss exclusive outlets, over the next six months. “We will target south, west and north in the first three months and east and north-east subsequently,” he added. The company will be basically targeting the mid-segment with a price range upwards of Rs 69 and plans to market three lakh pieces in the first three months.
Stallion Garments has already launched its own innerwear brands for the domestic market as part of its plans to expand into Indian market in view of the slowdown in the global markets. The two domestic brands in the premium segment are – ‘when’ for men and ‘Lam’ for women.
The innerwear market in the organised segment in India is estimated at Rs 4,000 crore. Some of the leading players in the mid-segment are Jockey and Hanes. Levis Strauss Signature collections will be competing with these brands.
Stallion Garments, which manufactures a wide range of knit and woven garments in various styles and designs, is a major exporter. Its products are exported to the US, France, Germany, Spain, the UK, Australia, Ireland, Switzerland and Canada. Europe accounts for about 60 per cent of its business while North America accounts for 35 per cent. The Rs 80-crore Stallion group expects to garner about Rs 18 crore of revenues in the domestic market by the end of current financial year.
Source: Financial Chronicle