HISTORY

•In 1989, when the company had launched its flagship brand Killer, they had a vision and commitment towards the community that to provide the best fits, washes, and fashion at a very affordable price.•Killer is the only Indian denim brand which survived and still growing well.•The idea of its survival in the market is to complete product development time by time, innovation by keeping its strengths which are the fits and the washes.•None of the other brand can compete killer in terms of washes and the fits.•Apart from that Killer is continuously innovating the new fashion trends. •The first brand ambassador for killer was Rahul Dev and after that it was Arjun Rampal.•The brand has been launched in the Gulf market in 1994.

ABOUT THE FOUNDERMr. Kewalchand P. Jain -  Chairman & Managing Director

• Born in 1962, he decided to join the business at early age after completing school.• He learnt the business on the job and spearheaded the groups’ foray in to branded apparel business.• A keen student of finance and a hands-on manager, he heads the finance functions and is responsible for the overall management of the affairs of the company.•Mr. Jain is a trustee of Jatnobai Karmchandji Ratanparia Chauhan Charitable Trust.• He is also the treasurer of Shree Jain Vyapar Udyog Seva Sansthan.

INTRODUCTION

With a distribution network of 17 distributors, all K-Lounge stores and over 800 retailers, MBO's & chain stores the brand has unparalleled penetration of the domestic market.

Killer merchandise can also be patronized at Exclusive Killer brand stores that are spread in all major cities.

THE CORPORATE PROFILE

Killer, Easies, Lawman, Integriti – leading brands in men’s wear in India. The Company behind them all - Kewal Kiran Clothing Limited. Currently, these brands have an exciting range of western wear for women.

Incorporated in 1981, Kewal Kiran Clothing Limited today is amongst the few large branded apparel manufacturers in India.

The company has sales in Asia, Middle East and CIS. The company designs, manufactures and markets branded jeans, Semi-formal and casual wear for men and women.

THE PRODUCT LINE

Jeans Jackets Innerwear (briefs & vests)

Trousers Tee Shirts Shoes & socks

Shirts Cargos & Capris Accessories like bags, belts, caps, etc.

THE GROWTH The company(Kewal Kiran Clothing

Limited) began as a manufacturer of men’s wear for reputed brands. The company is exposed to global standards in quality, technology, marketing and branding.

In 1989, the company introduced “Killer“ the first international denim brand created in India. Today "Killer" is one of the most successful and widely recognized brands in the Indian apparel industry.

THE REASON BEHIND THE GROWTH Innovation has been the hallmark of Kewal

Kiran Clothing Limited A marriage of design and technology, the company has constantly introduced new fits, finishes and fabrics.

The company’s own R & D team working closely with designers is constantly innovating – creating an exciting array of product lines in a variety of fabrics, washes and cuts, using the latest in technology and processes. The company’s own manufacturing and processing set up enables it to have a speedy ‘go-to-market’ time frame – from design to production.

THE PRINCIPLE

“Fashion” with "Quality" is the cornerstone of each collection introduced by the company. The company’s strong fashion forecasting and trendsetting abilities have created brands which are vibrant, trendy and with an attitude.

Each brand has been carefully crafted keeping in mind desires and attitudes of specific market segments. Each brand is an expression of its customer.

The trendiest collections are backed by a strong retail and distribution network. The company’s extensive reach has been built in a strategic and planned manner over the years.

THE MANUFACTURING STRENGTH

The success of Kewal Kiran Clothing Limited can be attributed to a great extent to its Manufacturing capacity. The company has inherent core competency in manufacturing. From sourcing to finishing every aspect of the company’s manufacturing has added to its success.

With 5 units, an annual capacity of 30 lakh pieces, over 1400 employees, the latest technologies in jeans manufacturing, the company’s ability to innovate in manufacturing enables it to quickly go from design to market.

The company has chalked out plans for growth in manufacturing capacities to meet the growing markets for its brands internationally. 

THE ADVERTISING STRATEGY The advertising/creative strategy for Killer

is 'International' and 'youthful'. The creative idea is based on insights derived

from the lives of the youth. The style and treatment of the film is completely

international and blends beautifully into the product.

The print and outdoor campaign accentuate the product offering adding a sensuous tone to the brand image and product. 

RETAILING ACTIVITIES

In one fiscal year, K-Lounge does about four promotions per store. Out of the four promotions, three are national and one is local ( depending on the prevailing cultural activity in that area)

NATIONAL PROMOTIONS

End of Season Sale- Spring SummerPeriod : Mid July to End AugustAlways start with North India and in Rest of India after a week 

End of Season Sale- Autumn WinterPeriod : Mid January to End FebruaryAlways start with North India and in Rest of India after a week. Both the End of Season Sale lasts for about four weeks for each store and always ends on a Sunday

Back to College Just before the college re-open, we do this activity at All India level in a staggered manner as all colleges across India don't re-open at the same time.The idea is to be a part of the students' wardrobe

LOCAL PROMOTION

Festival PromotionsThese promotions are done during the festival period as the sale peaks from August End till December The promotions have promotional gifts on a purchase. 

Its the same promotions across stores, except for the time and the festival. For e.g..

Ganesh Chaturthi -( August End - September beginning ) - Maharashtra Goa Navratri - Gujarat, Maharashtra and Rajsthan - ( 15 days before Dussehra) Eid - Mumbai, Meerut, Lucknow, Mangalore ( 15-20 days before Ramzan Eid) Durga Puja- West Bengal, Guwahati, Orissa, Bihar, Jharkhand and part of

Chattisgarh- 20 days before Durga Puja Dussehra/Diwali- All India Apart from these, we also do local promotions for Pongal in Andhra Pradesh

and Tamil Nadu, Ugadi in Karnataka.  

ENVIRONMENT CONCERNS•Kewal Kiran Clothing Limited has put up a Wind Mill of 600 KVA at Porbunder in Gujarat in July 2008.•The Company undertook this measure on two counts - one this being an environment friendly measure fits into companies philosophy and long term policy of energy conservation and green energy.•The power generated from the Windmill shall be used for captive consumption of Company’s plant at Vapi, this reduces the cost of power which has been on rise due to the increase in the cost of the input of fuels like coal and petroleum products.•KKCL would also get Income Tax benefit for installation of the Windmill.•KKCL will explore such other methods through which it will not only save cost but also contribute in a small way to save the environment.

AWARDS & ACHIEVEMENTS

1996 Killer - Brand of the year - The Arvind Mills Limited

2001-02

(National Garment Fair) - CMAI AWARDS•Golden Scale TrophyAdvertising Campaign of the year•Golden Scale TrophyDenim Brand of the year•Silver SalverMost Innovative Display 

2003

(National Garment Fair) CMAI AWARDS•Silver SalverPresented to 'Lawman'•First PrizeMost Innovative Display (Brand Wagon)

IFA1st Inside Fashion Award (IFA)•“Power Brand – For Excellence in Retail performance"Award Category – Men’s Wear Jeans - ‘Killer’

AWARDS & ACHIEVEMENTS (CONTD.)

2001IFA• HALL of FAME Jeans wear brand of the year - ‘Killer’

IFA IFA -3rd Inside Fashion Award• Campaign of the year – ‘Killer’

2005

• CNBC TV 18 – ICICI Bank Award for best SME Company in Textile/ Apparel Sector• Golden Trophy by CMAI for casual wear brand of the year (small & medium) INTEGRITI

CONCEPTS OF RETAILINGFollowing are the prerequisites for our retail concept:-

Minimum Frontage and Minimum Height

The premises should have minimum frontage of 14ft and minimum height of 10ft.

Minimum StockThe minimum stock would be of 1500 to 1600pcs amounting to approx Rs.

12lacs.

Interior CostThe interior cost will be approx 12lacs in a carpet area of 800sq.ft.

(Includes cost of mannequin, signage, software, hardware, accessories etc)

Franchisee FeeA One time franchisee fee of Rs. 100,000/- for the entire concept and

administration cost

Architect Fees Franchisee also has to pay architect fees of Rs. 115,000/-

Total Investment required from Franchisee

The total investment required from the franchisee will be approximately between 

20 to 25 lacs.

Cost of Carry Bags The cost of carry bags will be charged to franchisee.

CONCEPTS OF RETAILING (CONTD.)

The company will provide the following:-

•The creative for POS i.e posters and visuals will be provided by the company, the cost of printing and installation will be shared equally between the franchisee and company. (20,000/-)•The company will provide a Profitable markdown to the franchisee. All incidental expenses or levy to be borne by the franchisee.•The franchisee will conduct two end of season sale in a year; the value loss incurred during end of season sale will be borne solely by the franchisee.•The company will reimburse loss incurred due to genuine customer returns of merchandise.

Other Prerequisites :- The franchisee should implement incentive

scheme for sales staff on piece rate and turnover. The franchisee should also implement incentive

scheme n slow moving styles in order to curb escalation in value loss and reduce interest cost thus improving shelf movement.

The franchisee should also maintain a separate storage for stock management

CONCEPTS OF RETAILING (CONTD.)