less command does not show text in colors

[nippyin]

Added following in my .bashrc. But when i do less ~/.bashrc i do not see any color text.

export LESS_TERMCAP_mb="[34mESC[35m" # magenta
export LESS_TERMCAP_md="[34mESC[33m" # yellow
export LESS_TERMCAP_me="" # "[34mESC0m"
export LESS_TERMCAP_se="" # "[34mESC0m"
export LESS_TERMCAP_so="[34mESC[34m" # blue
export LESS_TERMCAP_ue="" # "[34mESC0m"
export LESS_TERMCAP_us="[34mESC[4m" # underline

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if [[ -x /usr/bin/lesspipe ]]; then
export LESSOPEN="| /usr/bin/lesspipe %s";
export LESSCLOSE="/usr/bin/lesspipe %s %s";
fi