What Pepe Jeans India does

Pepe Jeans India Ltd. is a privately held Indian fashion retail company headquartered in Mumbai that manufactures and retails denim and casual wear under the Pepe Jeans London brand, which traces its heritage to Portobello, London in 1973. The company sells men's, women's, and kids' apparel — anchored by jeans in multiple fits (Straight, Skinny, Slim, Bootcut, Flare, Jegging, Wide, Taper, Relaxed) — and complemented by shirts, t-shirts, sweatshirts, sweaters, jackets, pants, shorts, cargo, joggers, footwear (sneakers, slides), men's innerwear, and accessories (belts, caps, wallets, sunglasses). It targets fashion-conscious consumers across age groups roughly 4–45 years.

The business operates a direct-to-consumer model through the pepejeans.in e-commerce storefront, supplemented by physical retail stores across India accessed via a store locator on the website, and ships internationally to 11 European countries plus rest-of-world destinations. Pricing spans ₹699–₹4,799 with periodic promotional discounts of 25–61% and additional prepaid or order-value incentives. The product portfolio has been extended through dedicated sub-collections — including an Online Exclusive web-only line, an "All About Denims" focused range, Resort-Collar Shirts, Graphic Print T-Shirts, and a Red Bull Racing x Pepe Jeans limited-edition collaboration. The technology stack is standard retail e-commerce with Google Analytics integration; there is no proprietary technology, mobile app, or AI/ML capability disclosed. The company employs 251–500 people, is led by CEO Rakesh Jallipally, and recently strengthened creative leadership with the appointment of Rajesh Kumar as Director – Design.

Name

Pepe Jeans India

Legal name

Pepe Jeans India Ltd.

Website

https://pepejeans.in

Company type

Private

Founded year

1973

Operating status

Operating

Headcount range

251–500 employees

Short description

Pepe Jeans India Ltd. is a Mumbai-headquartered private fashion retailer selling denim, casual wear, footwear, and accessories for men, women, and kids via its D2C e-commerce platform, physical retail stores in India, and international shipping to Europe, under the Pepe Jeans London brand founded in 1973.

Ownership category

akta.pro rank

Product category

Fashion Apparel

NAICS

Clothing and Clothing Accessories Retailers (458110)

SIC

Retail-Apparel & Accessory Stores (5600), Retail-Family Clothing Stores (5651)

akta.pro primary industry

Denim & Casualwear Brands (CRAAAAAE)

akta.pro secondary industries

Denim & Casualwear Specialty Retail (CRAAABAN), Streetwear & Contemporary Apparel Retail (CRAAABAM)

Keywords

• Denim apparel
• Casual wear
• Fashion retail
• Streetwear brand
• Lifestyle clothing

Headquarters

HQ city

Mumbai

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Infrastructure, Technology or R&D

Revenue model

1. Direct Product Sales: Pepe Jeans India generates revenue through direct B2C sales of apparel and accessories via its e-commerce platform and physical retail stores. Products include jeans, shirts, t-shirts, jackets, footwear, and accessories for men, women, and children. The company operates on a standard retail model with full-price sales and periodic promotional sales.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Pepe Jeans India manufactures and sells branded denim jeans and casual wear for men, women, and children (juniors) through its own e-commerce platform at pepejeans.in and physical retail stores in India. The core catalog centers on jeans available in multiple fits, complemented by shirts, t-shirts, sweatshirts, jackets, dresses, footwear (sneakers and slides), men's innerwear, and accessories (belts, caps, wallets, sunglasses).

Product overview

Pepe Jeans India is a fashion lifestyle brand offering a comprehensive portfolio of denim and casual wear products across men, women, and children segments. The core offering centers on jeans (Men's and Women's in multiple fits: Straight, Relaxed, Skinny, Slim, Tapered, Bootcut, Flare, Jegging, Wide) complemented by full clothing ranges including shirts, t-shirts, sweatshirts, sweaters, jackets, pants, shorts, cargo, and joggers. The product line extends to footwear (sneakers, slides), accessories (belts, caps, wallets, sunglasses), and innerwear. Notable sub-brands and collections include the Resort-Collar Shirts line, All About Denims focused collection, Graphic Print T-Shirts, and the Red Bull Racing x Pepe Jeans collaboration. The company operates primarily as a D2C (Direct-to-Consumer) e-commerce platform at pepejeans.in with physical retail presence. The brand positions itself as sustainable casual denim wear with London origins dating to 1973.

Differentiator

Problem solved

Functional benefit

Products and services

• Men's Jeans Denim jeans for men available in Straight, Relaxed, Skinny, Slim, Tapered, and Bootcut fits with various waist rises (Mid Rise, Low Rise), stretch fabrics, and washes (Dark Wash, Light Wash, Mid Wash). Designed for style-conscious male consumers seeking everyday fashion and street-style denim.
• Women's Jeans Denim jeans for women available in Flare, Jegging, Straight, Wide, Skinny, and Taper fits with various washes and styles. Targeted at fashion-conscious female consumers seeking versatile denim.
• Men's Clothing Full range of men's apparel including Shirts, T-Shirts, Sweatshirts, Sweaters, Jackets, Joggers, Pants, Polos, Shorts, and Cargo items. Designed for everyday fashion and smart-casual wear.
• Women's Clothing Women's apparel collection including Tops & Shirts, T-Shirts, Dresses & Jumpsuits, Sweatshirts, Sweaters, Jackets, Pants, Shorts & Skirts, Cargo, and Joggers. Targeted at fashion-conscious female consumers.
• Junior Collection (Boys & Girls) Children's clothing for boys and girls including jeans, shirts, t-shirts, shorts, pants, dresses, tops, jackets, and sweaters. Size ranges from 4-5 years to 16-17 years. Designed for parents shopping for fashionable, durable children's wear.
• Footwear Shoes and footwear for men including Sneakers and Slides & Sandals. Complements the apparel range for fashion-conscious male consumers.
• Men's Innerwear Men's innerwear and loungewear including Briefs, Trunks, Boxers, Loungewear, and Vests. Designed for everyday comfort.
• Accessories Men's accessories including Belts, Caps, Cardholders, Sunglasses, and Wallets. Complements the apparel and footwear range.
• Red Bull Racing x Pepe Jeans Collection Limited-edition co-branded collection resulting from the Red Bull Racing x Pepe Jeans collaboration. Includes jackets, sweatshirts, polos, t-shirts, pants, shorts, and shirts for men and unisex. The collection is available on the website under /redbull-racing-x-pepe-jeans.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

One partnership is on record.

• Red Bull RacingminorStrategic or Co-development PartnerPepe Jeans has a collaboration with Red Bull Racing for a limited edition collection. The Red Bull Racing x Pepe Jeans collaboration includes jackets, sweatshirts, polos, t-shirts, pants, shorts, and shirts for men and unisex. This partnership combines motorsport aesthetics with streetwear fashion, offering exclusive Racing-themed apparel.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Killer Jeans (Kewal Kiran Clothing): Indian denim and casualwear brand competing in similar mass-premium price points with broad men's jeans and casualwear assortment. Overlaps directly with Pepe Jeans on Indian mall and high-street distribution.
• Spykar Lifestyle: Mumbai-headquartered denim and casualwear brand with comparable positioning in the affordable-premium segment. Competes with Pepe Jeans across men's jeans, casual shirts, and accessories in the same Indian retail and online channels.
• Mufti (Credo Brands Marketing): Indian premium casualwear and denim brand selling men's and women's apparel through D2C and offline retail. Closest domestic peer given similar mid-premium pricing, denim-led assortment, and omnichannel Indian retail footprint.

Emerging players

• The Souled Store: Indian D2C apparel and accessories brand with strong online presence and licensed/pop-culture collaborations. Comparable as a digitally-native casualwear competitor targeting similar age demographics.
• Bewakoof: Indian D2C casualwear and lifestyle brand leveraging mobile-first commerce and aggressive social marketing. Competes for the same young men's casual T-shirt and casualwear wallet share.

Broad incumbents

• Vero Moda (Bestseller India): European-origin women's fashion brand operating in India through retail and D2C. Directly comparable to Pepe Jeans' women's denim and casualwear category targeting 18-40 fashion-conscious consumers.
• H&M (India): Global fast-fashion retailer with established Indian footprint across men's, women's, and kids' apparel. Overlaps with Pepe Jeans on denim and casualwear in the same mall and online channels.
• Zara (Inditex): Global fast-fashion incumbent with strong Indian retail and online presence. Competes for the same fashion-conscious 18-45 customer across denim, casualwear, and seasonal collections, though operating at a different supply-chain cadence.
• Levi Strauss & Co. (India): Global denim leader operating directly in India through retail stores, e-commerce, and wholesale. Directly comparable to Pepe Jeans as a denim-first casualwear brand targeting similar men, women, and kids segments at a premium price band.

Others

• Pepe Jeans London (Global): Global parent brand operating across Europe, Americas, and Asia. Relevant for brand IP, design language, and licensing alignment that the India entity draws upon, though not a direct commercial competitor in India.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/pepejeans
• Instagraminstagram.com/pepejeans
• LinkedInlinkedin.com/company/pepe-jeans-india-limited

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Pepe Jeans India