"We plan to reach store count of 500 in the next five years": Kewalchand Jain

In an exclusive conversation with Kewalchand P Jain, Executive Chairman of KewalKiran Clothing Ltd, Retailer India talks about the growth strategy of the company.
Shipra Srivastava

KKCL is a listed apparel manufacturer and retailer who also design and market their goods. The last three decades, KCCL has emerged as one of the most sought-after brands, emerging as the fastest growing multi-fashion retailer in the country for everyone's fashion needs in a family.

The brand operated through its format stores called K-Lounge, which have all their brands under one roof they are both company-owned or through franchisers. 


In an exclusive conversation with Kewalchand P Jain, Executive Chairman of KewalKiran Clothing Ltd, Retailer India talks about the growth strategy of the company.


Tell us about KewalKiran Clothing Ltd., the inception and journey so far. Also, tell us about your retail brands operational in the market.


KewalKiran Clothing Ltd. is one of India’s largest branded apparel manufacturers engaged in the designing, manufacturing and marketing of branded jeans and a wide range of western wear, since 1992. We have brands like Killer, Integriti, Lawman, Pg3 and Easies, and have been producing chic, sophisticated men’s wear for over two decades.We have recently ventured into the women’s wear category by acquiring Desi Belle, an Indian Fusion Wear Brand.Killer is our flagship brand and is amongst the largest producers of denim wear in India. It caters to the 16 to 24 year-old demographic.


Throw some light on your retail distribution in the online as well as offline space.


KKCL retails through more than 125+ distributors, 3,500 MBOs and 336 EBOs with a presence in 25 states and 209 leading cities in the country. We are planning to add 30 to 35 stores every year, which is 10% of our current store count. We may further penetrate into our existing markets and we are expanding heavily in the North where our presence needs to be enhanced.


We are retailing in MBOs through our shop-in-shop and retailing online through e-commerce shopping portals. We are investing heavily to bring the brand Killer online and building its large-scale product expansion.


What are your views on the factors that are propelling growth in the current denim market in India?


Currently, the men’s wear apparel market has moved from proper denims to casual cotton-denim wear/ comfort wear. The various factors propelling the growth in this segment are the ever-increasing disposable income of the middle class consumers; rising awareness about fashion among men and the market; being more organised with brands selling through their own outlets; and large format stores as well. The introduction of new products in the market has seen an upward graph over the years.


According to you, what are the operational challenges as far as the denim category is concerned?


One major challenge that surrounds any apparel manufacturer and distributor is the management of inventory. Another factor that isa daunting task, but also our topmost priority and one that requires constant consideration is meeting the ever-changing needs of the consumers.


Kindly shed light on your omni-channel strategy?


We have pioneered the omni-channel distribution model in the country with a presence across MBOs, EBOs, large format stores, e-commerce and also through our distributors. Omni-channel is the only way to retailing in the country. Large format stores and e-commerce platforms give us the required visibility and other channels like MBOs, EBOs and our distributors will increase the depth and reach of the brand across the country. We have a presence in 29 states and 209 cities.


Who do you see as your competition within the same space?


We compete with both domestic and international leading denim players in the country. The biggest opportunity and competition is from the unorganised sector. The market is moving towards the branded segment slowly with increasing disposable incomes, internet penetration leading to fashion consciousness and a will to make a statement in the society by wearing branded denims and other apparels.


How do you analyse the role of technology in improving the customer experience?


Technology enables seamless integration of operations, which in turn helps in brining smiles on the faces of consumers. It also adds to the current trends in the market, which acts as a great feedback for us to improve customer experience.


At last, kindly highlight your growth plans?


The company under the leadership Mr. Kewalchand P Jain has established itself as a leading player in the denim and menswear segment and with the recent acquisition of DesiBelle, the company has forayed into women’s wear as well. The company is actively looking for acquisition in a children’s brand as well to provide a complete shopping experience for the entire family.


The company plans to reach a store count of 500 in the next five years, considering the expansion plans of the company of adding 10% of the existing stores every year. Out of the 500 stores, the company is expecting that 75 of these would be medium-size stores. The current retail stores’ count stands at 336.

The company has achieved a net worth of Rs. 500 crore and cash in books is in the range of of Rs. 280 crore. With these strong financials and good and sustained profitability, the company is aiming for a 1000 crore revenue in the next five years.




Shipra Srivastava