Basic HTML Version
The Textile Magazine
DECEMBER 2011
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135
end of the millennium.
The success of Killer encouraged
the company to diversify into other
apparel niches – Easies, Lawman
Pg3, Integriti, and recently its first
accessories extension - Addictions.
With the distinction of making an
international mark in style and de-
sign innovations, it caters to those
who take India to the world.
KKCL came into being with the
vision to emerge as a world-class
business enterprise. Today, it has
successfully become a fully inte-
grated branded apparel company,
with national and international foot-
prints, thanks to its market insight
and ceaseless innovation.
KKCL’s vision is to touch Rs.
1,000 crores in net revenues by
2015-16. This is possible only if the
company enriches its products port-
folio to cater to national and interna-
tional customers. At the same time,
it is focused on its profitability ob-
jectives, because value creation is an
important part of the organisational
ethos. The Killer success has been
instrumental in taking the company
business to new heights of brand
creation and management.
This has spawned many other
brands as well as an entry into the
women’s casuals segment. KKCL
is now focusing on its first acces-
sories extension, Addictions. These
innovations will catalyse its future
growth and sustainability.
Despite challenges, the outlook for
the industry is promising largely be-
cause of fast evolving consumption
patterns and accelerated economic
expansion in emerging economies.
India is now witnessing a consump-
tion boom, and this phenomenon is
here to sustain as the economy con-
tinues to expand. KKCL remains
committed to capitalise on this tre-
mendous market potential through
enhanced innovation and brand vis-
ibility to drive growth and reinforce
business sustainability.
What began as a vision to build
a global Indian denim brand has
helped KKCL establish a compre-
hensive presence across the country
in truly international Western wear.
Its high benchmarks of quality have
also propelled it to an export pres-
ence in the Middle East, Sri Lanka,
Nepal and other countries. The flag-
ship brand ‘Killer’ has been rated
amongst the top five denim brands
in India as per the IMRB Research
Report.
KKCL has retail stores in more
than 100 cities across the country.
It has over 200,000 sq. ft. space for
manufacturing in Daman, Gujarat
and Maharashtra.
w
brand story