Pepe Jeans India is expanding its technology adoption and brick-and-mortar presence in the Indian market. The denim and casual wear company is exploring augmented reality (AR) and virtual reality (VR) to enhance the shopping experience and has seen backend technology streamline its operations.
According to Satish Karunakaran, Director of Transformation at Pepe Jeans India, the company had not significantly invested in technology before 2017. That year, the business implemented SAP, an end-to-end ERP software that covers numerous business processes, increasing operational efficiency and enabling real-time reporting. The company has since integrated the SalesForce Commerce Cloud into its B2C website and upgraded its human resources department with Darwinbox and GPS-based attendance systems.
Additionally, Pepe Jeans India is expanding its physical presence across the country, aiming to open 100 new stores over the next three years, according to the Press Trust of India. The company projects that 35-40% of its Indian business will come from direct-to-customer retail, both online and in stores. Pepe Jeans India is also on track to reach a revenue total of Rs 2,000 crore.
