When Wrangler came to India, it was all about the Wild West, which didn’t ride well with Indian youth. So we did something quite radical — we ditched the very core of the brand and started afresh. Meetings were conducted, designers were interviewed, fashion forecasts understood and fabric swatches studied. We repositioned Wrangler as a hip international fashion label for those with a rugged sense of style, told through the story of the ‘urban cowboy’ — a rugged male with a passion for motorcycling — a role successfully played by actor John Abraham. Bikers lapped up the jeans. While the girls lapped up every bit of John. Today, Wrangler is one of the top 3 denim brands in the country.