US denim giant Levi Strauss has merged its South Asia market business with the Middle East and North Africa.

And the company has appointed its India head Sanjeev Mohanty to spearhead the consolidated Levi Strauss Asia-MENA business.

The company cites common consumer preferences and synergies across the three regions as the reason for the restructure, says The Times of India.

Mohanty joined Levi’s India little more than 12 months ago after about nine months at troubled fashion e-tailer Jabong, and previously ran Benetton India.

The Middle East, North Africa  and South Asia account for around US$200 million in wholesale turnover for Levi’s. Based in Bengaluru, Levi’s India reported revenue of more than Rs 842 crore (US$130 million) at the end of March, with a net profit of almost Rs 58 crore.