Killer, the largest selling denim brand in India and Lawman Pg3, the club wear brand are all set to be repositioned in the market. The owners of the brand Kewal Kiran Clothing (KKCL) have decided to focus on design innovations to boost the sales in the Indian denim market.

Kewalchand Jain, chairman and MD, KKCL said, “What we are focusing upon is product innovation, and better brand image to establish brand recall. Killer is the only indigenous brand that is competing with international brands in India. We have the first-mover advantage with Killer because it was established almost two decades back. The brand has managed to establish consumer connect. We wa¬nt to replicate the same for our other brands.”

According to industry sources, the denim wear market is growing at 300 percent. KKCL is thus planning to invest at brand building and the retail formats.

Introduction of women’s range is also on the cards along with accessories like time wear, footwear, knitwe¬ar and eyewear. Jain added, “Our target is young and wo¬rking population. We want to give them a complete choice. For that we have to cater to all segments of the population,” Jain said.

“We are present in multi-brand outlets all across the country, and 62 per cent of our sales come from MBOs. We want to increase the capacity but in near future we want to focus more on value-added products. The rest of it we want to outsource. This will help us to achieve scale,” Jain concluded.