"Jeans in India" Published

Jeans continued to show strong growth trends in 2014 ??" up 15% in current retail value terms. The ongoing trend towards more casual attire in the workplace helped drive sales of jeans during 2014. Denims are gaining popularity among working professionals as jeans are considered to be casual and comfortable compared to formal wear. A large number of IT and BPO companies already accept denims as office wear and this trend is increasingly being replicated in other service-based industries. Recently Infosys, one of the country’s largest IT firms, announced a change in dress code and now allows its employees to come to the office in casuals on all working days. This trend is likely to catch on among other IT companies and would further propel sales of jeans among the working population.

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Competitive Landscape

Levi Strauss India Pvt Ltd remained the leader in jeans and accounted for 5% of retail value sales in 2014. The company continued to perform well within both premium men’s jeans and premium women’s jeans. The company’s various ranges of jeans such as Levi’s Cool, Levi’s Commuter, Levi’s Icons, Line 8, Reveal, Reversible and Redloop performed well. The company introduced many innovative products over the review period, such as all-weather jeans and water-repellent jeans which helped the company retain its lead.

Industry Prospects

The strong performance of jeans is expected to continue over the forecast period, with the category expected to register a retail value CAGR of 5% (constant 2014 prices) over the forecast period to reach Rs171 billion by 2019. Penetration of jeans among the Indian masses is much lower than in other emerging countries, which represents an opportunity for players over the forecast period. Following the government election, there is a lot of positivity related to the economy. The country’s economy is expected to recover and strong GDP growth rates are expected over the coming five years. The improving economy is expected to increase the base of middle class consumers in India and these consumers are willing to spend on apparel. Urbanisation and migration to urban centres are expected to accelerate over the forecast period. Modern retailing is also expected to increase its penetration to tier-two and tier-three cities. The majority of the Indian population is still below the age of 30 years and this will not change over the forecast period, which is favourable for jeans. These developments are expected to drive sales of jeans over the forecast period.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Jeans industry in India with research from Euromonitor's team of in-country analysts.

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