Business Daily from THE HINDU group of publications
Thursday, Aug 17, 2006
Business Daily from THE HINDU group of publications Thursday, Aug 17, 2006 |
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Marketing
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Strategy Kewal Kiran to enter womenswear segment Arushi Sen
The company's exports account for 8-10 per cent of its turnover. The main export markets are the UAE and Sri Lanka.
MR NIKESH JAIN
Mumbai , Aug. 16 Branded apparel manufacturer Kewal Kiran Clothing Ltd (KKCL) is planning to foray into the womenswear segment under the Killer brand. KKCL's current product line includes men's jeans, shirts, t-shirts, jackets and trousers marketed under the Killer, Lawman, Easies and Integriti brands. The women's line might be launched by this winter. "Our focus was always on men. But there are no big brands for womenswear, so we are focusing on that now," said Mr Nikesh Jain, Chief Financial Officer, KKCL. Kids wear for the 12-16 year age group is also on the radar but nothing is finalised as yet.
Logical extension
"It's the most logical extension for the brand," said Mr Jain. Apart from its apparel brands, the company also owns a retail brand — K Lounge. "We realised that the Indian consumer is not very brand loyal, they want a mix of everything in their wardrobe. K Lounge was started in Surat in 2004. It is a place where all four brands are available at one place," said Mr Jain. Currently there are 39 K Lounge stores all over India. "The target is to open 80 stores by March 2007 and 140 stores by 2008," said Mr Jain.
Export focus
The company's exports account for 8-10 per cent of its turnover. The export markets are mainly the UAE and Sri Lanka. "Our export focus is not that big because we believe the Indian market is very strong and there is a lot of scope in the domestic market," said Mr Jain. The company was listed on the Bombay Stock Exchange in April, 2006. Out of the Rs 80.6 crore raised though the IPO, Rs 32 crore was for expansion of manufacturing facilities and Rs 30 crore for the expansion of retail outlets. A sum of Rs 5 crore was set aside for the renovation of the corporate office. The company plans to expand its manufacturing facility at Daman by 30,000 sq.ft. The company's shares closed at Rs 192.25 on the BSE, up 2.75 per cent.
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