Jeans are big business in India where the market for the one popular brand has increased by a bumper 25 per cent.

Pepe Jeans of London says the premium jeans and casual wear market is no longer the risky business it used to be 10 years ago. It says its brand has achieved a 25 per cent market share at the national level and as high as 35 per cent in north India.

Now the company is setting up nine exclusive stores in addition to its existing three and it is looking at exporting its products to Bangladesh, Nepal and Sri Lanka.