Killer was launched in 1989 as the flagship brand of Kewal Kiran Clothing Limited (KKCL). Today, it is one of the largest selling denim brands in India. Targeting primarily to 18-25 age group, followed by 25-35, Killer appeals to the young, the bold, the experimental, and the innovative. In an interview with Fibre2Fashion, KKCL Brand Head Lakbhir Singh discusses Indian denim market, trends and the USP of Killer jeans.
What is the size of the Indian denim market? At what rate is it growing?
The size of Indian denim market is about ₹4,500 crore. It is growing at a CAGR of 15 per cent per annum.
What is the market share of Killer jeans in the domestic denim market?
In India, Killer jeans is the second largest denim seller in its segment.
How has the market for denimwear in India matured over the years?
The denimwear market in India is registering a double-digit growth annually, with many new brands entering this segment every year. This segment became more glorified after international brands started entering the domestic market. During the COVID-19 phase, the demand for bottom casual wear grew due to the work from home (WFH) culture. Today, the young generation is inclined more towards casual wear.
Further, brands with innovative products/washes have the first mover advantage.
People turned more to athleisure wear during COVID-19. Did it have any impact on denim sales?
Yes, during the first wave of COVID-19, active/lounge wear was top in demand. But after that, denim regained its position at double speed.
What is the USP of Killer jeans?
We offer international quality products. We have a very sharp pricing strategy to sell at compelling price (Indian price) for domestic consumers, and we are the largest denim seller in the knitted denims segment.
Our company offers a complete range of jeans with innovative fits like Slim, Ankle, Skinny, Straight, Boot Cut, Tapered, Regular, Yoga Denims, Bikers & Cargo. We also have a first mover advantage in different washes due to complete inhouse production. Plus, there is a deep penetration of the brand in India claiming the most favourite brand status for the last 30 years.
What are the latest trends in denim in terms of fabric compositions, washes/finishes, trims, and fits for men and women?
100 per cent stretch is required if the garment is to be carried for 8-10 hours on your body. Currently, knitted fabric with right weight is top in demand. Customers are more demanding as per their body shape, so multiple fits are needed. Also, customers want to see beyond Blues, and grey colour is the next blue in sales.
Which are your major markets for Killer jeans in India?
Killer jeans is very well distributed in all regions and in all formats—MBO, EBO, LFS & Online—across India. But, our largest volume of sales come from the eastern region, followed by the west and the south.
What is the brand’s presence in tier 2 and 3 towns?
We have a deep penetration in India with the support of 2,000+ dealers, 175+ exclusive retails, and 800+ LFS terminals. However, tier 2 and tier 3 are in top at town level mapping.
What new innovations and technologies do you plan to bring into the brand’s denimwear?
Keep on offering new washes – water savers
Keep on offering new fits
Keep on adding new fabrics – sustainable fabric + recycled fabric
Keep on adding new patented stitches.
What are the future plans for Killer? Do you plan to expand in new markets? What is the digital strategy carved out for the brand?
We aim to maintain 20 per cent growth every year with retail continuing to be the focused format. We plan to increase the category portfolio under Killer. We also have an aggressive plan to increase eyeballs through digital format.
Published on: 15/11/2022
DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of Fibre2Fashion.com.
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