Jabong’s Sanjeev Mohanty joins Levi Strauss

Sanjeev Mohanty, former CEO and MD at Jabong, joins Levi Strauss as managing director of the firm’s South Asia operations


File photo. 
This is Sanjeev Mohanty’s second stint at the apparel firm, after he spent close to two and a half years at Levi Strauss as product manager between January 1999 and July 2001.
File photo. This is Sanjeev Mohanty’s second stint at the apparel firm, after he spent close to two and a half years at Levi Strauss as product manager between January 1999 and July 2001.

Bengaluru: Sanjeev Mohanty, former chief executive and managing director at Jabong, has joined Levi Strauss & Co. as managing director of the firm’s South Asia operations.

A Levi Strauss spokesperson confirmed the development.

“Sanjeev brings more than 20 years of management experience to the role. We look forward to working with him to drive continued growth in the important India market,” the company said in an email response.

This is Mohanty’s second stint at the apparel firm, after he spent close to two and a half years at Levi Strauss as product manager between January 1999 and July 2001.

According to his LinkedIn profile, Mohanty joined Levi Strauss earlier this month.

Mint reported on 7 July that Levi Strauss is in talks with Mohanty to lead its India business after managing director Sanjay Purohit quit to join Samara Capital in May.

Mohanty joined online fashion retailer Jabong as its chief executive and managing director in December last year and has been leading the charge of turning around the company that has lost significant market share to competitors like Myntra and Amazon.

Mohanty did not respond to an SMS seeking comments. Levi Strauss could not be immediately contacted for comments.

Before joining Jabong, Mohanty was managing director at Benetton India for nearly 11 years.

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Mohanty is a veteran with over 20 years of experience in the apparel business which includes stints in Levi’s India, Madura Garments and Benetton India. He holds a degree in apparel marketing and merchandising, fashion and retail marketing from the National Institute of Fashion Technology (NIFT).

Other than Mohanty, a couple of other senior executives also quit Jabong in the last eight months, as the company ceded market share to Myntra and talks of a potential sale gained momentum. Chief product officer Saurabh Goel quit the firm in June after an eight-month stint, while chief marketing officer Saurabh Srivastava quit the company in February. Srivastava was brought in from mobile wallet firm Mobikwik.

Jabong was sold to Flipkart in a cut-price deal that values the online fashion store at $70 million in July.

Flipkart, which beat other Jabong suitors such as Snapdeal, paid cash for the acquisition. Global Fashion Group, which owns Jabong, had been looking for a buyer for Jabong for more than a year. GFG held discussions with several firms, including Snapdeal, Future Group, Aditya Birla Group and Amazon.

Jabong offers more than 1,500 international high-street brands, sports labels, Indian ethnic and designer labels and over 150,000 styles from more than 1,000 sellers.

Having matched larger rival Myntra in sales until early 2014, Jabong has ceded market share since, with Myntra’s parent Flipkart spending hundreds of crores of rupees on advertisements and discounts to lure customers.

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