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Company : Levi Strauss 
Monday, August 28, 2000 12:33PM IST (7:03AM GMT)
The original Khakis from Levi Strauss docks in at Choice Arcade
Maharashtra, India

The international number one Khaki brand Dockers® from Levi Strauss & Co. has opened its exclusive outlet in Pune at Choice Arcade on Dhole Patel Road.

Pune, with its cosmopolitan mix and with many corporates setting base here, is fast emerging as a ‘brand conscious' market. The growing preference for international brands has influenced some of the popular ready made garment brands to establish a presence here. Dockers®, the World's most preferred Khaki Wear brand is now poised to cater to changing consumer tastes in Pune at Choice Arcade, Dhole Patel Road and Indak Store, MG Road.

"The response to Dockers® in Mumbai amongst the target group has been astounding. Pune's proximity to Mumbai, has got the fashion conscious male desirous of the new ‘Khaki trend'. With the launch of Dockers® in Pune, we plan to provide the affluent young men of Pune, the international fashion statement, Dockers® - Khaki," said Mr. Sanjay Gangopadhyay, General Manager, Marketing, Levi Strauss (India) Pvt. Ltd.

Dockers® , was launched in India in Mumbai in April 2000 and subsequently in Bangalore in the month of July. Over the months, Dockers® has witnessed a phenomenal success in these markets far exceeding all expectations.

Dockers® is the premier Khaki brand in the US, and is renowned the world over for its unmatched comfort, durability, grace and style. Aimed at the upmarket urban men, Dockers® offers its customers the best in cotton clothing. Research has proven that the popularity of Dockers® has grown so much that nine out of ten men in the US aged between 18 and 49 are aware of the brand and 70% of them own a pair of Dockers® .

The Dockers® range promises comfort, elegance and class. This premium Khaki brand brings to the doorstep of the young Indian male, the global concept of casual wear spanning work, leisure and sport.

The Dockers® range includes wrinkle free trousers, shorts and woven shirts, pro-spin imported trousers, tencil trousers, cotton polo pique shirts, cotton sweaters, dress slacks, cargoes, etc. A range of fashion accessories for men supplements the garment offerings. Targeted at the premium segment, shirts are priced between Rs 645 and Rs 1395 while trousers are priced between Rs 995 and Rs 1995.

Levi Strauss (India) Pvt. Ltd.
Levi Strauss (India) Pvt. Ltd., a wholly owned subsidiary of Levi Strauss & Co, San Francisco, established its presence in India in 1994. It made a foray into the youth segment of western wear for men and women, by launching its products under the iconic brand name ‘Levi's'. It has since built a strong retail and distribution network spanning 33 cities, and is backed by an equally strong sourcing base. Levi's range of products span the classical and legendary 501 jeans to the contemporary products like double detached cargoes. Woven shirts, knitted tops and accessories support the wide ranges of bottoms.

The company with a staff of 48 employees is headquartered in Bangalore, with the sourcing base at Chennai, engaged in the exports of Levi's® , Dockers® , and Slates® range of products to the US, Canada, Mexico and Asian countries.

Dockers® – Khaki Revisited
Levi Strauss & Co was the first company to introduce Khaki wear in its portfolio, way back in the spring of 1906. Today, it brings to Pune the international favorite, Dockers®.

The story of Khakis originated in the dry and dusty plains of Punjab, India, when Lieutenant Henry Lumsden of the British army replaced heavy British uniform with native clothes, to escape the dry heat. With local help he dyed the cloth with natural extracts to give it a tawny colour, helping the soldiers blend into the background.
The story of success, which started in the plains of Punjab, is now available in 54 countries across the world including France, Chile, Korea, New Zealand, Korea, Japan, Indonesia, UK, Canada, Netherlands, and Mexico.

Media Contact Details
Pushpa Niar, pushpa@business2media.com, +91-11-3326022
Pushpa Niar, pushpa@business2media.com, +91-11-3326022
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