The iconic denim maker Levi’s has crossed Rs 1 bn in revenue for the first time with the highest growth rate of 25 percent in India since entering the market 25 years ago. According Levi’s annual returns for the financial year ending March 2019, the company recorded Rs 1,100 cr revenue from India operations as it ‘premiumised’ its offerings even though the retail market was hit by sombre consumer sentiments. The India entity revenue is recorded at a wholesale level sold to franchisees and that gross turnover at a consumer level would be around Rs 2,000 cr.