San Francisco-based denim corporation Levi’s merged its South Asia market operations with those of the Middle East and North Africa citing common consumer preferences and synergies across these markets. These three geographies account for $200 million in wholesale revenue, and form the fastest growing business unit within Levi’s globally. The Bangalore-based India unit of Levi’s reported a revenue of over $130 million as of March 2017, with a net profit of almost $9 million.

Levi’s India head Sanjeev Mohanty will spearhead the consolidated business. The Times of India reports that a company spokesperson confirmed the development. “Sanjeev has successfully led the South Asia region for over a year now, and we look forward to him bringing similar success, by driving growth and profitability, in this additional mandate as well,” the spokesperson added.