Denims on Instalment....

Want a new refrigerator, washing machine or oven? A new car or perhaps an iPhone?
India’s middle-classes have been lapping up such pricey goods for some time due to deals that allow them to pay in monthly instalment...
Now, Levi Strauss & Co has decided to offer the same deal to people wanting to buy a pair of its famous blue jeans..
“A large portion of our consumers would love to access Levi’s more frequently than they currently do.”
Under the scheme, customers will be able to pay for Levi’s priced at Rs1,599 ($33) and above in three instalments. The move comes after a two-month experiment at 10 Levi’s stores in the software hub of Bangalore, where consumers offered the instalment option spent an average of 50 per cent more than normal.
As well as boosting purchases from existing customers, the scheme “opens up the brand to a significant number of new users who today already know and aspire to Levi’s”, Mr Chatterjee said.
While popular among urban youth, Levi’s has acquired strong caché among working men, especially those from rural India, helped by billboards featuring Akshay Kumar, the macho Bollywood action film star.
Levi’s arrived in India in 1994, just as the country was opening up its markets, and now has more than 230 dedicated Levi’s boutiques among its roughly 700 Indian points of sale.
In a country where a pair of unbranded blue jeans can sell for as little as Rs200, Levi’s are priced from Rs1,599 up to Rs10,000 per pair for specialised lines.
“Most marketeers in India today are looking at market creation, not market share,” he said. “It’s about giving these guys stuff they couldn’t otherwise own in one shot.”