This document discusses denim jeans procurement and export processes. It begins by introducing denim fabric and listing different types of denim. It then discusses sourcing of cotton, key exporting countries, Levi's export houses and suppliers in India. The document outlines Levi's procurement process in India including raw material sourcing and distribution. It provides charts on the jeans manufacturing process and types of washes and finishes. Finally, it discusses the Indian and global denim markets and top international jeans brands.

1. Fashion Export Merchandising and EXIM
Documentation
To study the procurement processes of
Denim jeans and comparative analysis with
other brands

2. INTRODUCTION:
• Denim is a rugged cotton twill
textile, in which the weft passes
under two or more warp fibres,
producing the familiar diagonal
ribbing identifiable on the
reverse of the fabric.

3. Types of Denim
1. BUBBLE GUM DENIM (Lycra containing
denim that has between 35 to 50% stretch)
2. COLOURED DENIM (fabric is woven with
dyed yarn either warp or weft, It can also be
obtained by Piece dyeing process.)
3. CRUSHED DENIM (Textured effect
achieved through a special fabric construction
coupled with wet processing, Fabric is woven with
an over twist weft yarn, The effect can also be
improved by bleach and stone )
4. DENIM FROM FOX FIBRE (Denim
fabric manufactured by coloured cotton fibre that
grows naturally developed and patented by
California cotton breeder Sally Fox. NITRA, India
has also done work on this line.)
5. MARBEL DENIM (It is an
another name for acid wash, Some
crushed denims, if strongly bleached,
are also called marble.)
6. ECRU DENIM (The denim,
which is not having dyed yarn i.e. only
grey yarn in warp & weft.)
7. REVERSE DENIM (Where
the face side and reverse side look
alike.)
8. VINTAGE DENIM (A denim
treatment that applies heavy stone
washing or a cellulose enzyme wash
with or without bleach for an old and
worn outlook.)

4. SOURCING OF RAW MATERIAL

5. Fig 1: Major Cotton Exporting Countries

8. EXPORT HOUSE OF LEVI’S IN INDIA
There are 38 export house in india which play an important role in which
few are listed here :
• Active Clothing Co Pvt Ltd - Mohali
• Aquarelle India Pvt Ltd - Bangalore
• Bimba Textile Studio - Banglore
• BPS Industries - Chennai
• C.R. Garments - Tirupur
• I.D. Exports - Noida
• Ram Fashion Exports Pvt Ltd - Navi Mumbai

9. SUPPLIERS OF LEVI’S IN INDIA
1. Alpine Apparels Pvt Ltd – Bangalore
2. Ambattur Clothing Company – Chennai
3. Aviram Knitters – Tripura
4. GO International – Tripura
5. BEST Garments – Tripura
6. Bombay Rayon – Mumbai
7. Casual garments – Tripura
8. EXIM Clothing – Tripura
9. SSGC Pvt. Ltd. – Delhi NCR & Bangalore

10. PROCUREMENT PROCESS OF LEVI’S IN INDIA
• More than 95% of material outsourced from u.s.a, china, india,
pakistan, turkey.
• In india the main procurement of denim and cotton fabrics is done from
their partner "The Pratap Group". They have plant in Ambala
(Haryana). The raw material from that plant is transferred to SSJC’s
storage house at peera garhi (paschim vihar- New Delhi) and IMT
manesar (Haryana).
• The accessories used such as zips ,buttons etc. is procured from local
quality vendors.
• From peera garhi the raw material is then dispatched to Bangalore
plant.
• The final product in the form of jeans of Levi's and is then delivered to
warehouses of retail outlets via road transport.

11. SUPPLY CHAIN
DISTRIBUTION

12. PROCESS FLOW CHART OF JEANS
MANUFACTURING

13. Types of
washes
Mechanical
washes
Stone wash Whiskering
Sand
blasting
Chemical
washes
Enzyme
wash
Bleach
wash
Acid wash spray
TYPES OF FINISHES

14. Picking
Picking up of cotton

15. Processing
Farm equipment processes it

16. Yarn Manufacturing
The workable cotton then gets twisted into
thread and rolled onto giant spools.

17. Weaving
The image shows the ‘warp’ lengthwise
threads in the fabric

18. Weaving Tighter
This one shows weaving the ‘weft’ the
horizontal threads

19. Cutting
The denim gets cut and seamed by hand

20. Sewing
Factory workers use machines with
extreme precision

21. Hand Pieced Together
Workers also piece together the various
parts by hand

22. Finishing the major stitching to create the
pair’s basic outline

23. Buttoning

24. Rivet addition

25. Seams – flat seam, overlocking loops
etc

26. Bottom folding ( Hemming )

27. Inflating ( for visualizing perfect shape
)

28. Whiskering ( distressing by hand )

29. Blending whiskering by abrasion

30. Prewashing

31. Tagging

32. Proceeds towards shipping

33. EXPORT: FINANCIAL REPORT
Based on statistics from the
International Monetary Fund’s World
Economic Outlook Database, India’s
total Gross Domestic Product
amounted to $8.027 trillion
Exports accounted for about
3.3% of total Indian economic
output.
Exports- clothing (not knit or
crochet) accounts for $9.4
billion (3.5%).

34. DENIM EXPORT : FINANCIAL REPORT
• The Indian denim industry is also looking to increase its share of
exports from the current 35%.
• The position is further strengthened with the cotton availability
advantage as compared to other sizable producers in the world, who
have to import it from other producing nations.
• By: 2020, domestic and exports ratio is likely to change from 65:35
to 55:45.
Report by- Indian textile magazine

35. THE INDIAN DENIM MARKET
• The Indian Denim Market is rapidly growing at CAGR of around 15 %.
• The main drivers for the growth are the favorable young demographic
profile.
• Growth in the women / children segment, rapidly increasing incomes,
more organized retail and penetration of brands into smaller towns and
cities,
• The advent of international buying houses, more garment exports and
other positive factors.
By: Mr. Amit Gugnani, SVP, Fashion (Textile & Apparel), Technopak.

38. Costing of Finishes -
WASH COST ( APPROX )
Whiskering 25.00
scrapping 22.00
Tagging .9.00-18.00
Damage 6.00-30.00
Sand blasting(band) 54.00
Pocket edge & hem
grinding
7.00
WASH COST ( APPROX )
Enzyme wash 42.00
Acid wash 62.00
Enzyme stone
Bleach wash
54.00
Tieing- 12.00
Stone wash 42.00
PPC spray 16.00
Tinting 7.00
Laser technology 63.00
Ozone wash- 3 min-12.00
30 mins-38.00
Enzyme stone wash 52.00

39. INTERNATIONAL PLAYERS ACROSS GLOBE FOR
JEANS MANUFACTURE
• Levi’s : Levi’s is the leader in the branded denim category with about 20-25% share of
the market. Using various innovative strategies, Levi’s has strengthened its hold on the
market. It started operating in India in 1994 and is present in over 250 cities.
•
• Killer Jeans : Owned by the Kewal Kiran Clothing limited, the brand was introduced
in 1989 and is one of the well known denim brands in India. The other brands by this
company – Easies, Lawman and Integritti are also well known menswear brands.
• Spykar : Targeting the tastes of the youth of the country, Spykar uses its labs to bring
out a large variety of designer denim jeans .The company launched aggressive
campaigns in colleges, pubs and coffee shops as well as sponsored college events and
fashion shows to target the right clients.
• It is on a high growth trajectory and is currently reported to have a turnover of
$45million+.

40. THANK YOU