KKCL’s KILLER Unveils its ‘Accelerating the Performance’ Growth Strategy at Bharat Tex 2024
• Announces strategic India and global expansion plans with accelerated retail and product portfolio expansion
• Plans to introduce exclusive KILLER stores in Middle East to enhance the brand experience
• The brand is well on its way to achieve the milestone of 500 exclusive stores by December, 2025
• Continues product portfolio reshaping and expansion to accelerate growth and focus
As the Indian textile industry gears up to take on global competition, KILLER, one of the leading fashion brands from the house of Kewal Kiran Clothing Limited (KKCL), today unveiled its new chapter of growth plans at Bharat Tex 2024, a prestigious global textile event held in New Delhi. The brand presented its ‘Accelerating the Performance with Double-Engine’ growth strategy, outlining strategic priorities for long-term growth in both the Indian and international markets. The management of KILLER, led by Mr. Hemant Jain, Joint Managing Director of KKCL, highlighted key priorities, including: 1. Strengthening KILLER’s 35-year leadership in India, 2. Reshaping the creative product portfolio, and 3. KILLER emerging as a global fashion brand from Bharat.
Commenting at the event, Mr. Hemant Jain, Joint Managing Director of KKCL said, “Bharat Tex 2024 was announced by the visionary Government of India as we embarked on the next great chapter for our flagship brand KILLER. Today, it is an honour to unveil our new growth strategy framework to an audience from India and worldwide at this prestigious event. Equally enchanting is our creative booth, where we proudly displayed an extensive array of our cutting-edge products and the upcoming AW24 collection. We take pride in the work accomplished so far in transforming the KILLER brand for its next phase of growth. With our new growth strategy, we aim to build on our inherent strengths, leveraging competitive advantages and investing in innovations to continue providing trendy fashion wardrobe solutions to today’s youth on a global scale. In addition to expanding our multi-brand outlets (MBOs) and omnichannel presence, we plan to approach 500 exclusive modern KILLER brand stores in India by December 2025.”
Speaking about the global growth plans, Mr. Jain added, “It’s a vast world out there, and it’s high time that KILLER, as a proud Bharat brand, began expanding beyond its deep presence in India and venture into other regions where we anticipate significant growth in the coming years. Elevating the KILLER brand experience, we are gearing up to unveil our exclusive brand stores in the Middle East, where we already enjoy a robust presence through our MBO partners. Our strategic expansion continues with a spotlight on Eastern Europe, paving the way for our brand’s journey across the rest of Europe. Additionally, we have devised a premium pricing model for international markets, ranging from $50 to $200 (4,000 to 16,000 in Indian rupees). In essence, with our ‘Accelerating the Performance with Double-Engine’ growth strategy, I am confident that we will gather momentum as a stronger, bolder, and trendier international fashion brand.”
KILLER has made significant progress in recent years by reshaping its product portfolio strategically, with a focus on increasing top-wear products and introducing new categories such as footwear, undergarments, and a variety of accessories. The brand’s bottom-wear products maintain market leadership in many regions of India. KILLER has been actively pursuing additional portfolio reshaping transactions to strengthen its position and become the preferred choice for men seeking a complete fashion wardrobe.
About KILLER:
A premium fashion brand for men, KILLER is the first truly international Indian brand created and owned by Kewal Kiran Clothing Limited. A brand that is youthful, trendy, vibrant and with an attitude. KILLER enjoys a leadership position in the premium menswear segment and is one of the largest selling denim brands in India. Started as a jeans brand, the KILLER product portfolio today includes men’s ready-to-wear jeans, trousers, cargos, capris, shirts, jackets, tee-shirts, athleisure, innerwear (vests and briefs), footwear (shoes, socks), time-wear, eyewear and other accessories (belts, bracelets etc). The designs of KILLER are synonymous with the rebellious streak of youth. KILLER products are retailed across EBOs (350+), K-Lounge (150+) Large format stores (800+) and MBOs (1800+) to be closer to its consumers and evolve the brand with the changing times.
