Amisha Jain, senior VP and MD of SAMEA, Levi Strauss & Co., says the brand will continue to drive conversations around women
Levi Strauss’ Amisha Jain, says "India is a key market for the brand and Asia as a whole continues to be a high-growth market for Levi’s. It’s a market in which the digital and innovation space continues to grow exponentially.
Amisha Jain is a retail veteran. With over 20 years of experience, Jain has worked with brands like Zivame, Nike, and Arvind Group, among others. In 2022, she became the senior vice president and managing director of South Asia-Middle East and Africa (SAMEA), Levi Strauss & Co., where she is responsible for leading the company’s operations, expansion, and growth in the SAMEA market. Jain shares with Storyboard18 interesting views on the Indian market, especially when it comes to the clothing category. She says, “Everyone has a perception that India is a price sensitive market. However, we have seen that consumer mindset is now changing from being price conscious to performance conscious. Consumers want to invest in products that are fashionable, but at the same time are also functional and enduring in their relevance.”
In an interview with Storyboard18, Jain also shares why the brand decided to associate with global music festival Lollapalooza's India debut, how Deepika Padukone is enhancing the brand, and more.
Read on.
Q. What made you say yes to a collaboration with Lollapalooza India? What are the opportunities for a brand like Levi's at an event like this?
Levi’s and music have always been intertwined. In its 170-year-old history, the brand has always had an undeniable presence within the music on and off the stage. This longstanding global association spans community music projects, supporting up-and-coming talent to associations with music festivals. As a brand, we have always believed that music can be a galvanizing force with the power to connect people across all barriers. Hence, an association with the inaugural edition of Lollapalooza India 2023 seemed like a natural extension to us. Our partnership with Lollapalooza India 2023 is another step towards connecting with a new generation of Levi’s. With this association, the brand aims to be present in the lives of its consumers at moments when they are their true selves, on the lookout for a community to have memorable experiences.