Remember Killer Jeans? All You Need To Know About Kewal Kiran Clothing!

Kewal Kiran Clothing (KKCL) is an integrated player, which is into designing, manufacturing, washing, branding and retailing of denim. The brand’s distribution network is very strong with distributors spread across India, MBOs and EBOs and E-Commerce. It is the only Company to have 20 patents and copyrights for its unique stitches and washes, which no other domestic or international brands are currently offering. Kewal Kiran has promoted its brands through innovative marketing initiatives like Cars and lifestyle expos, sponsoring Holi Reloaded premier event hosted in Mumbai, partnered with films and Cricket. And due to its presence for over three decades now in the branded apparel manufacturing and retailing the company knows the pulse of the Indian consumer and market better. The Beginning: Mr. Kewalchand P Jain along with his three brothers Mr. Hemant P Jain, Mr. Dinesh P Jain and Mr. Vikas P Jain have been spearheading the company for the last three decades. Kewal Kiran clothing ltd. had first come out with Killer Jeans as a brand name for their denim in the year 1989. From there the company has never looked back and grown multi-fold with currently having five leading brands like Killer, LawmanPg3, Integriti, easies and Desi Belle. The founders are not new to garment manufacturing as it was their family business. But the whole thought of building an Indian denim brand and make Indians proud of wearing Indian brand has really changed the path of the company. Mr. Kewalchand P Jain, CMD, Kewal Kiran Clothing Ltd. Challenges faced and overcoming them:   The biggest challenge for any brand is maintaining optimal inventory and make sure that there is no major inventory loss. Branded apparels are like perishable goods and have a shelf life of 60 to 90 days. Selling the product during this period is very crucial. Bringing brand consciousness among consumers, which is associated with quality and unique designs is another major challenge. Profitability will ensure good cash flows and size is another major factor to expand, these are the major aspects which contributes for the growth and the Kewal Kiran Clothing Limited has achieved all of these now and has geared up for next phase of growth. The branded apparels market is not organized and also not standardized unlike automobile and footwear sectors, which have made big strides in both standardizations of their product offerings and also organized in a way they operate. USP of the product:  As 80% of the manufacturing is done in house, the company has a good hold on designing the product and quality of the products. Believes that the brand should never sell its products on discount and has remained a full price brand. The company can churn out any design very fast based on the changes in fashion. The company has 40 Turkish designers working for them at both shop floor and at the corporate office. The company has never traded profitability with revenue growth and had maintained healthy profitability and revenues growth in the last decade. The segment of society love to wear your clothing: Denim cuts across all segments of consumers and across the geographies. We have different target group for different brands and casual wear has become office wear during most of the week. Earlier only on the last day of a working day of the week, casual wear was allowed in offices. With the changing times and emerging industries like software, start-ups, E-Commerce, and other new age businesses emerging casual wear are very common in all these offices throughout the week. Changes you have noticed after KKCL have opened doors for women apparels KKCL is an established branded menswear player in the market and we know the dynamics of the market well. They have recently ventured into women’s wear by acquiring Desi Belle brand and have recently launched new Autumn Winter Collection’2019 in our recent event at Goa. The footfalls at their stores will increase as the family can shop for all their shopping needs. Going forward, they are opening medium-size stores in the range of 2,000 sq.ft. to 4,000 sq.ft. to cater to both men’s and women’s wear in their stores. They will be retailing Desi Belle across our distribution channels like distributors, large format stores, MBOs, EBOs, and E-Commerce. Easies display at the Goa Meet by KKCL  A sneak peek to the event- AW’19 collection event in Goa  Kewal Kiran Clothing Ltd. has executed a massive trade show at Goa, wherein Autumn Winter collection’ 2019 was launched.  More than 2000 distributors, retailers, representatives from MBOs and EBOs and eminent personalities like Mr. Rakesh Biyani, Jt. MD, Future Retail, Mr. Govind Shrikhande, and Former MD of Shoppers Stop had witnessed the collection at Goa. More than 60% of the orders were booked during the event. Besides the first collection for the Womenswear brand, Desi-Belle was launched at the Goa event. This is one of its kind launch organized in Goa and first of its kind for Kewal Kiran Clothing Ltd.  Future Prospects: The company under the leadership Mr. Kewalchand P Jain has established in denim and another menswear segment and now has phased plans to foray into women’s wear with its acquisition of Desi Belle and gradually also kids wear over a period of time. KKCL’s MBO (Multi-Brand Outlets) penetration stands at 3,500 outlets and has an active distributor’s network of 125 channels across the country. The current EBOs store count stands at 336 and the company would like to expand 10% of the current stores every year. The company would take its distributors to count to 200, MBOs to more than 4,500 and EBO to 500 in the next five years. The company has achieved a net worth of Rs. 500 crore and cash in books to the tune of Rs.280 crore. So the company would like to become Rs. 1000 crore company in the next five years with aggressive marketing initiatives and added contribution from new segments like womenswear and kids wear in the future. To know more such incredible Indian people, follow us on Facebook, Instagram, and Twitter. Download our magazine Spunky Indian for exclusive stories.