The Hindu Business Line : Levi Strauss targets value segment

Levi Strauss (India) is targeting the value segment of the denim market with its Signature brand. Reinforcing its association with Deepika Padukone as its brand ambassador, the company has also announced a `Dart to win contest' which would culminate in getting a chance to meet the actress. At a press conference, Mr A. Ramani, Business Head, Signature, said: "We are targeting the standard value segment with our Signature brand and have signed Deepika Padukone till the year 2008 as the brand ambassador.'' Pitted against brands such as Trigger (from KG Denim) and New Port (from Arvind Mills), Levi Strauss would also compete with the other international brands such as Pepe which has jeans in this price segment (Rs 699 upwards). - Our Bureau

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