• Investment World
• eWorld
• Catalyst
• Mentor
• Life
• Canvas
• Praxis
• Urban Pulse
• Brand Quest

Stocks

• Quotes
• SE Diary
• Scoreboard
• Open-End Mutual Fund

Cross Currency

• Rates
  
  

Shipping

• Ports
  
  

Archives

• Yesterday
• Datewise
• Resources

Group Sites

• The Hindu
• Business Line
• Sportstar
• Frontline
• The Hindu eBooks
• The Hindu Images

Our Bureau

Mumbai , March 24

LEVI'S has launched its 501 range of jeans in Mumbai. The brand is being relaunched worldwide and its special feature is `an ounce of steel where it counts', or the button fly jeans.

The company has roped in Cazle Hendricks, a South African athlete, as the star of its Indian campaign. Hendricks lost his left arm in an accident in 2000.

According to Mr Shumone Jaya Chatterjee, Marketing Director, Levi Strauss (India), more than 2.5 billion Levi's 501 jeans have been sold worldwide and in India they will initially be sold in the top six cities. They will be priced between Rs 1,601 and Rs 3,001 and cater to large customers too.

More Stories on : New Products & Services | Readymade Garments

Article E-Mail :: Comment :: Syndication :: Printer Friendly Page

Stories in this Section
Radico Khaitan to enter TN market

Copyright © 2004, The Hindu Business Line. Republication or redissemination of the contents of this screen are expressly prohibited without the written consent of The Hindu Business Line