Chetan Shah, MD, Pepe Jeans, India passes away

In a tragic accident 49-year-old Chetan Shah,

MD of Pepe Jeans India passed away in Maldives on November 12. Shah is survived by his wife Deepali and son Raoul. Shah had steered Pepe Jeans, India successfully since the early nineties, when he shifted base from UK to take charge as the country head from Rama Sunderam, the then Pepe Head India. He was very passionate about the brand and emotionally and professionally attached to it. He has the sole credit of building Pepe Jeans as one of the leading premium brands in the country. Pepe Jeans India has also been one of Pepe’s most successful brand expansion outside Europe. The brand enjoys a market share of 25 per cent in the premium jeanswear segment in the country.

Present in India since 1989, Pepe Jeans London underwent a change in the constitution of its Indian company by the end of 2010. It became a joint venture with Shah. Pepe Jeans got a majority stake in the partnership. Shah was set to launch a new brand of Pepe Jeans in the Indian market for spring/summer 2013. The new brand’s products were to be priced around Rs 1,500-2,500.