Kewal Kiran Clothing Ltd (KKCL) is in advanced talks to acquire Kraus Jeans, a women-focused casual fashion brand.
On its success, the deal would give KKCL a strong foothold in the women's denim market, which is the fastest-growing segment of the denim apparel market in India.
Kraus Jeans is a Mumbai-based company that sells its products in a host of department stores, including Shoppers Stop, Lifestyle International, Pantaloons, Globus, and Reliance Trends. The company also has seven exclusive outlets, two each in Mumbai and Pune and one each in Hyderabad, Noida, and Bhopal. Kraus Jeans are also sold online on Myntra and Ajio.
KKCL is a BSE-listed company that owns a host of labels, including denim brands
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. The company’s brands are also sold through various e-commerce platforms.
The Indian denim apparel market is expected to grow by 14 per cent annually over the next three years to reach $9.15 billion by fiscal year 2026, up from $6.15 billion at present. The growth is expected to happen across all consumer segments, but the growth in women's denim products is expected to be the strongest.
As per Pakhi Saxena, Head-Retail and Consumer Packaged Goods, Wazir Advisors, the women's denim apparel market is estimated to contribute to 14 per cent of the overall denim apparel in FY2026, 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.
The acquisition of Kraus Jeans would give KKCL a strong position in the women's denim market and help it to capitalise on the growing demand for denim apparel in India.
