KKCL forays into ethnicwear with launch of new brand ‘Punya’

17 October 2025, Mumbai 

Renowned owner of fashion brands like Killer, LawmanPg3, Integriti and Easies, Kewal Kiran Clothing (KKCL), has forayed into the ethnicwear market with the launch of its newest brand, 'Punya'.

With the launch of this brand, KKCL aims to integrate Indian clothing into daily life - moving beyond just festivals and special occasions - by celebrating the country's rising pride in homegrown fashion.

For over four decades, KKCL has been a pioneer in shaping India’s casual and denimwear culture. Punya extends this legacy into ethnicwear, offering collections designed for today’s generation who are proud of their roots yet live with a global, contemporary outlook.

Kewalchand P Jain, Chairman, KKCL, says, Punya reflects how India’s fashion story is evolving. Ethnicwear is no longer limited to festivals; it’s becoming a part of daily life. As a homegrown brand, KKCL has always in India’s craftsmanship and design strength. Through Punya, it aims to make Indian wear relevant for everyday use.

He further emphasizes, there’s a renewed sense of pride in wearing Indian-made products. The Swadeshi sentiment has reminded consumers of the value of authenticity and craftsmanship. Punya stands for that belief - made by Indian hands, designed for Indian hearts.

Punya will feature a range of contemporary ethnicwear suitable for work, casual gatherings, and festive occasions. The collections will blend traditional silhouettes with modern fits, breathable fabrics, and detailed craftsmanship. The brand will be easily accessible through KKCL’s nationwide retail network, multi-brand outlets, and major e-commerce platforms.

KKCL continues its journey of building strong, differentiated brands rooted in Indian culture and modern design. The company registered 14.9 per cent Y-o-Y rise in revenue to Rs 354.1 crore in Q2, FY26. Their EBITDA grew by 11 per cent to maintain a healthy 20 per cent.

Founded in 1981, KKCL owns iconic brands like Killer, Integriti, LawmanPg3, Easies, Junior Killer, and Kraus. The company boasts a strong national presence with over 650 exclusive brand outlets, a network of over 80 distributors, and a presence in over 3,000 MBOs.

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