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Swetha Kannan

Bangalore May 7 Levi Strauss Signature, the youth jeanswear brand from Levi Strauss and Co, is eyeing the hypermarket segment with glee. It is in talks with retailers such as Bharti-Wal-Mart, Reliance and the Birla group for space in their forthcoming retail ventures.

Signature, which operates in the "standard" segment in the "affordable" price range of Rs 600-900 (for denim wear), is already present in 14 Big Bazaar stores in India. It will be in 20 stores by the end of this month. Says Mr A.T.P. Ramani, Business Head, Levi Strauss Signature: "We are very optimistic about hypermarkets. Hypermarkets operate in the value, standard and premium segments with prices starting from Rs 199 and going up to Rs 899. We hope to service the upper end of the hypermarket. Signature as a brand is suitable for this format."

Levi Strauss Signature made a pilot launch in the South in 2005. It will go for a national rollout in August this year. It is currently present in 70 cities in the South and in some parts of the East across 17 standalone stores and 350 multi-brand outlets. It hopes to be in 1,000 MBOs by end of 2008.

"We want to establish Signature as a brand on its own, providing value to the customer and drawing from the legacy of its parent company," says Mr Ramani.

Signature recently signed on model Deepika Padukone as its brand ambassador. A TV campaign devised by ad agency JWT was also launched a few days ago featuring Ms Padukone on MTV, Zee Cinema, Star Gold and a few regional channels.

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