Kewal Kiran to launch new brand ‘Immortal’, eyes revenue of Rs 400 crore in five years

By

Maverick Martins

Published
Apr 1, 2019

​Kewal Kiran Clothing Limited will be launching a new apparel brand, Immortal, to tap the low-priced apparel segment and aims to generate revenue of Rs 400 crore ($57.6 million) over the next five years.
 

Kewal Kiran Clothing, which owns popular brands such as Killer, Easies, LawmanPg3, Integriti, and Desi-Belle has witnessed strong sales from the tier 3, 4 cities over the years and will be further expanding in these markets to boost sales.
 
The company plans to double its distributors across India to 200 from the current 125. It is betting big of the smaller towns for growth and will be investing heavily to widen its footprint across India.

“There is a general trend of people shifting their online apparel purchases to ambiance stores to get the right fit and feel of fabrics. Moreover, the e-commerce business is more metro and urban phenomenon, and managing deliveries in smaller towns is a cumbersome task,” Kewalchand P Jain, managing director at Kewal Kiran Clothing, told Businessline.
 
“The company has set aside Rs 100 crore for acquiring a leading kidswear brand in an attempt to reach smaller towns with a complete package for the entire family. The company is focussed on growing profitability and revenue by widening the market reach and offering value-for-money apparels rather than discounts,” Jain added.
 
Kewal Kiran Clothing currently has 336 retail stores 210 cities across 25 States. The Mumbai-based company also sells on leading e-commerce platforms in India.