NEW DELHI: Global jeans maker Levi Strauss & Co today said it will consider revising upwards prices of its products if the cost of cotton continues to surge.
"The cost of cotton is going up. It is difficult for us but we will not compromise on the quality. In the process, if we have to go for a price change, we will consider," Levi Strauss India Marketing Director Shumone Chatterjee said while launching 'Curve ID' women's denim range here.
Asked if the high cotton price is putting pressure to its overall cost structure, he said :"It is manageable right now."
At present, the firm sells its Levi's brand of jeans priced within the range of Rs 1,799 and Rs 4,000.
Price of standard cotton variety hit an all time high this week at Rs 34,000 per candy. One candy equals to 355 kg of cotton. In October 2009, price of cotton stood at Rs 23,000 per candy.
Besides, the company said it expects to make India one of its top 10 markets in the next five years.
"India is one of the fastest growing market for us. It is one of the top 18 focused markets for us and it will be among the top 10 ten markets in the next five years," Levi Strauss & Co President & Chief Executive Officer John Anderson said.
The company said it is betting big on the EMI programme launched last year for buying its jeans.
"It is an innovative scheme which was launched specially for the Indian market. It is doing very well and we will continue it," Anderson said.