“If I were to take you back a decade and stand in front of you, we were already saying it loud and clear—Think Global, Act Local,” said Amisha Jain, Managing Director and SVP, South Asia, Middle East, Africa, Non-EU, Levi Strauss & Co. At the time, it may have sounded like a well-worn business mantra. But at Levi’s, it’s never been a catchphrase. It’s a philosophy we live by, deeply embedded in our journey across markets—especially in India.

“Having spent years in the industry, both in India and across global markets, I can say confidently: this principle has never been more relevant, particularly in fashion, which is intrinsically tied to identity and self-expression. Whether it’s India or Turkey, or Dubai, one thing holds true—no matter how iconic your global brand may be, you must resonate deeply at the local level to stay relevant,” she highlighted.

The Levi’s Legacy in India

Levi’s has been in India since 1994. But globally, it is a brand with over 170 years of history. That kind of legacy teaches you humility, resilience, and the importance of listening. When it entered India, the question wasn't just about launching jeans. It was about truly understanding the Indian consumer—what they want, how they live, and what fashion means to them.

Today, Levi’s is the number one denim brand for both men and women in India—head and shoulders above the rest. And that success is rooted not just in its heritage but in its relentless commitment to relevance, authenticity, and personal connection.

“At Levi’s, we aspire to be more than a fashion brand. We aim to be at the center of culture. This means staying tuned in to the voices, values, and expressions of people across geographies. In India, that requires us to not just acknowledge diversity but to celebrate it,” stated Amisha Jain.

Personalization and Individuality

One of the most powerful expressions of this philosophy is its Levi’s Tailor Shops—available at the heart of the brand stores. These aren’t just customization counters; they’re hubs of creativity. And interestingly, some of the most imaginative, boundary-pushing customizations happen in Tier II and III towns. The brand has seen consumers turn distressed jeans into stylish jackets, or bottoms into one-of-a-kind skirts.

This speaks to something bigger: Indian consumers, regardless of geography, are not just fashion-forward—they're creating their own trends. They’re not passive shoppers; they’re active storytellers, using fashion as a canvas to tell the world who they are.

Platforms, Products, and Purpose

When the brand thinks about connecting with its consumers, it focuses on three key pillars:

- Product – That fits their lifestyle, aspirations, and identity.

- Platform – Whether it’s offline stores, e-commerce platforms, or social media touchpoints.

- Purpose – Why we exist and how we relate to what they care about.

In today's hyper-connected world, consumers—from Gen Z to Boomers—are online, curious, and vocal. Whether it's a 15-year-old browsing trends on Instagram or a 75-year-old exploring WhatsApp groups for sari recommendations, fashion is a conversation. And Levi’s is part of that dialogue.

Digitally Savvy, Aspirational India

The Indian consumer today is deeply aspirational, highly discerning, and more globally aware than ever before. A young woman in Tamil Nadu might wear local fabrics but take inspiration from Parisian couture. A man from northern India might find style cues in Vienna or African streetwear.

That’s the challenge and the opportunity—fashion is no longer about demographics or even geographies. It’s about tribes - digital tribes, identity tribes, cultural tribes that transcend borders.

And this is where data and AI come in—not to just recommend sizes or colors but to help it understand emotional and cultural nuances. Today’s challenge is not about targeting "a 32-inch waist in Delhi" but about understanding a consumer who belongs in India but identifies with global expressions. This is the new frontier of fashion intelligence.

A New Era of Storytelling

Ultimately, the Indian consumer isn’t looking to be sold to. They’re looking to be understood. They’re saying: This is who I am. Tell me how your brand fits into my story. And when brands listen, when they respond with purpose and personalization, that’s when magic happens.

Fashion today isn’t just about what you wear. It’s about the story you’re telling the world about yourself. At Levi’s, we don’t just sell jeans—we help people wear their stories.

Rooted in Culture, Built for India

Levi’s commitment has always been to remain culturally relevant and deeply connected to its consumers. In India, this ethos takes on a powerful, localized form. “Our strategy here is anchored in three core pillars: the product we design, the retail experience we deliver, and the way we communicate with our consumers. Each of these reflects Levi’s global legacy—but reimagined with a distinctly Indian nuance,” highlighted Jain.

95 pc Made for India, Designed for India

India is one of the most dynamic markets in its global portfolio, and it demands a highly localized approach. Today, 95 percent of the Levi’s products sold in India are made locally and designed with Indian preferences at the forefront. “We don’t just import a global design and hope it resonates—we listen, we learn, and we build from the ground up for the Indian consumer,” she explained.

For instance, while the same high-quality denim fabric might be used in the US and India, the end product looks and feels very different here. Indian consumers want breathable, comfortable, and climate-friendly fabrics. So the brand offers hemp, tencel, linen, and four-way stretch materials that perform well in India’s diverse climate. 

“A great case in point is our iconic 501 denim. Globally celebrated for its 150-year heritage, 501 isn't our top-selling fit in India—simply because our local consumers prefer different cuts and fabrics. But instead of pushing a global best-seller, we chose to celebrate the 501 in India in a uniquely meaningful way. We launched a limited-edition collection with back patches in six Indian languages, including Hindi. That wasn't just a nod to culture—it was an embodiment of Levi’s belief that we belong here. These pieces now sit in wardrobes across India, cherished as a local expression of a global icon,” added Jain.

The Levi’s Retail Experience: Tailored to Indian Shoppers

Global brands often standardize retail formats—but Levi’s does the opposite in India. Its stores are designed with a deep understanding of how Indian consumers navigate physical spaces, how they browse, what draws their attention, and how they prefer to shop. From the product assortments to the layout and visual storytelling, everything is customized.

Take its store at Connaught Place in Delhi, one of the largest Levi’s mall stores globally. It’s not just a flagship by size—it’s a flagship in philosophy. Similarly, large-format stores in Koramangala, Bengaluru, and Jayanagar reflect localized retail strategies that prioritize regional preferences and shopping behavior. Whether it’s the way we segment fits, showcase tops, or guide consumers through the store journey, it’s all adapted for India.

“Even our retail rollouts reflect this. While some global markets mirror the U.S. or Europe in approach, India—like Dubai—is treated as a unique market in the Levi’s universe, with its own rhythm and language,” she noted.

Expanding Categories with an India-First Mindset

Category expansion is another area where Levi’s India stands apart. While globally the core remains denim, in India, shirts, t-shirts, and tops are a much larger part of the business. In fact, the brand sells more tops than bottoms here, reversing the global trend. And this isn’t by accident—it’s by design.

“We’ve significantly expanded into linen and cotton shirts, which are hugely popular in India. This shift reflects not only product demand but also a strong cultural preference for more breathable and formal-casual options. So while our global teams may focus on bottoms-heavy assortments, India is leading the way in tops, driving innovation in styles, fabrics, and silhouettes,” highlighted Jain.

The brand is also quietly diversified into accessories and innerwear, though through alternative commercial models. While Levi’s doesn’t directly operate these categories in India, they are part of its larger lifestyle ecosystem. The brand continues to explore categories like footwear and fashion-forward accessories, keeping a pulse on what’s relevant and desired in India.

Global Legacy Meets Local Craft

Even with a 95 percent India-made product strategy, the brand remains connected to the Levi’s global design DNA. It's not about copying; it's about translating global insights into local expressions. “For instance, when we bring in global trends like barrel bottoms or dad jeans, we adapt them—whether in silhouette, stretch level, or fabric composition—so they suit Indian preferences. Sourcing is local. Design is local. But inspiration is global. That’s the Levi’s advantage. We combine the best of both worlds, ensuring Indian consumers get access to the freshest global styles—tailored specifically for their lifestyle,” she said.

This duality also allows it to innovate rapidly. If a certain product or fit is working well globally, the brand takes the learnings and localizes them fast—whether that means using lighter fabrics, different stretch levels, or rethinking the fit entirely.

Final Word: India as a Strategic Growth Engine

India is not just a high-potential market for Levi’s—it is a market where it is setting new standards. From consumer-first product innovation to culturally rooted branding and storytelling, everything Levi’s does is tailored to this unique, diverse, and fast-evolving consumer base.

“We recognize that shopping behavior in India is distinct, style preferences are evolving, and expectations from global brands are rising. Our approach is to listen, adapt, and lead—not just follow,” she concluded.