Think jeans, and you will land up thinking Levi Strauss. Hot and trendy, Levis is back into the fashion ramp of India. And the man behind the curtain? It's none but one and only Shumone Chatterjee, the youthful Country Manager of Levi Strauss. Chatterjee has been playing a critical role in turning around the company's fortunes in India after the brand floundered in the '90s. He worked in Hindustan Lever and Best Foods before joining Levi Strauss India as its Marketing Director.

Chatterjee stepped into the top slot at a time when the parent company had put Dockers, a significant revenue earner and a brand that played a crucial role in the company's fortunes in India, on sale. Chatterjee says he would expand merchandise and keep his focus on the premium end. "The company would look to double its turnover in the next three years," he said in an interview confidently. Chatterjee remains extremely optimistic about his company's prospects in India. "I see most of the challenges in the next three to four years as external, emerging in the front-end infrastructure as brands like us expand our retail presence.

There could be serious issues, like access to quality retail staff. Levi's is trying to work with competition in addressing such issues. The challenge lies in managing the growth efficiently." Chatterjee chalked out a cool strategy to entrench the Levi's brand in India. In an effort to cash on its cult status and to boost its sales in the high-end market, he brought in Levi's showpiece store Rivet to India. Rivet had been launched only in Europe and Japan. This store will offer fully imported goods which will be priced in the range of Rs. 2,500 to Rs. 10,000, while its existing merchandise in its other store range from Rs. 900 to Rs. 4,000.

The company plans to open seven such Rivet Icon stores in India which will basically cater to non-resident Indians and expatriates in India. "After our presence in India through multi brand outlets and exclusive stores, we are now strengthening our brand by bringing in Rivet stores," said Chatterjee. "We remain committed to making it (Levi Strauss) one of the largest, most iconic and coolest brands for youth in the country and the last two years IIFA Awards for the 'most admired jeans brand' by consumers stand testimony to it," he says.