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Kewal Kiran targets Rs 10bn in revenue by 2016
Jun '11
Organic- 'within organization' would be next growth plan for Kewal Kiran Clothing Company, the highly reckoned apparel brand factory in India, providing bread and butter to over 1800 employees.

The group is envisaging high growth with its current four women brands out of which three have been recently introduced in the year gone. 'Pg3 Chica' and 'Intergriti Girl' are two recent offerings exclusive for women segment, besides 'easies' and 'Killer'.

Kewal Kiran has targeted revenues of Rs 1,000 crore by March 2016, boosted by strong sales in apparels and expansion of accessories business. The group foresees good potential in Addiction & Lifestyle accessory items in fashion and body profiling arena.

To capture its lion's share, the company has therefore launched around 50 products in the category viz handkerchiefs, innerwear, belts, shorts, boxer shorts, footwear etc.

Detailing about strategy for growth in apparels, the CFO Mr Shantilal Kothari in an exclusive one to one with Fibre2fashion, specifies, “We are looking for outsourcing and not in-house capacity building.”

The officer straightens out further that his company being in a man-power intensive industry would be adding capacity for finishing and quality checks, and wishes to make complete use of the available resources and employ third party outsourcing and job work.

“The target consumers would continue to be youth segment. The company expects a revenue growth of at least 25% in the current fiscal,” adds Mr Kothari.

The firm believes in growth from all channels and contemplates Retail wing, which presently contributes around 25-30% of business, instrumental largely in this set goal.

“We definitely plan to open more stores throughout the country in tier I, II and III cities,” divulges the CFO.

Marketing through swelled pocket media have been company's promotional activities' mainstay. Kewal Kiran had sponsored the IPL team 'Pune Warriors' which gave it a good brand recall. Bollywood actress, Kangana Ranaut is the brand ambassador for its brand Lawman Pg3.

“The market today demands such activities and hence we are engaged in a lot of advertising campaigns and branding exercises to promote our brands,” avers Mr Kothari ending the colloquy.

Fibre2fashion News Desk - India

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