Levi Strauss wants to directly retail online and offline, writes to the government

Levi Strauss & Co, the US-headquartered maker of the popular Levi's denim jeans, wants to convert its existing local wholesale entities into retail, for which it has sought the permission of Indian government. Doing so, it has joined the long list of foreign brands that are seeking to gain from the changes in India’s FDI policies.

As per reports, Levi Strauss & Co had filed an application with the Department of Industrial Policy and Promotion under the Industry Ministry on April 11, seeking approval that its existing wholesale entities are allowed to engage in direct retailing and ecommerce.

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Other apparel and casual wear brands that have sought the approval for direct retail include Pepe Jeans, Adidas and Puma.

It was in November 2015 that the government had relaxed the rules for FDI in retail. The new rules allow manufacturers to sell their products through wholesale, retail and ecommerce channel as well.

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