The acquisition is aimed at filling the gap for a women-dedicated denim brand for KKCL
New Delhi: Kewal Kiran Clothing Ltd (KKCL) is in advance talks to acquire Kraus Jeans, a women focused casual fashion brand, according to two people familiar with the development.
“The talks are in advance stages,” said one of the persons asking not to be identified. The second person said a deal is yet to happen. “It is not signed till date,” he said.
Hemant Jain, joint managing director of KKCL and Ravi Punjabi, director of Kraus Jeans both declined to comment.
Kraus Jeans sells its products in a host of department stores including Shoppers Stop, Lifestyle International, Pantaloons, Globus and Reliance Trends, according to the company’s website. In addition to that the Mumbai-based company also sells its women-oriented casual brand through its seven exclusive outlets – two each in Mumbai and Pune and one each in Hyderabad, Noida and Bhopal, according to the website. Kraus Jeans are also sold online on Myntra and Ajio, the website said.
The BSE-listed KKCL owns a host of labels including denim brands of Killer and K-Lounge, Easies by Killer and Lawman casual brands and youth-oriented label Integriti. KKCL products are sold through more than 330 stores in 25 Indian states, according to the company’s website. KKCL brands are also sold through various e-commerce platforms.
If fructifies, the deal gives KKCL a sway over a brand in the women-oriented denim market, the fastest growing segment for denim apparel products in India.
“Kraus Jeans sells for women and it fits into Kewal Kiran’s portfolio by filling the gap for a women-focused brand,” the person said.
India’s denim apparel market is expected to grow 14% annually over the three years to reach $9.15 billion by fiscal year 2026, up from $6.15 billion at present, according to retail consultancy Wazir Advisors.
According to Wazir Advisors the growth in denim apparel market of India is expected to happen across all consumer segments. However, the growth in women denim products show the highest growth prospects, the agency said. “Women’s denim apparel market is estimated to contribute to 14% of the overall denim apparel in FY2026, up from 11% in FY2023, driven by the increasing participation of women in the workforce, growing adoption of western wear, the emergence of fusion-wear/mix-and-match styles, etc.,” Pakhi Saxena, head of retail and consumer packaged goods at Wazir Advisors wrote in a column in IndiaRetailing’s sister publication IMAGES Business of Fashion magazine.
