After shaping India’s denim culture, Kewal Kiran Clothing expands into ethnic wear with ‘Punya’, celebrating everyday Indian style and craftsmanship
Kewal Kiran Clothing (KKCL), the company behind some of India’s most loved fashion brands such as Killer, LawmanPg3, Integriti, and Easies, has announced the launch of its new brand Punya, marking its entry into the ethnicwear segment. With this move, KKCL aims to bring Indian clothing into everyday life — extending beyond festivals and special occasions — while celebrating India’s pride in homegrown fashion and design.
For over four decades, KKCL has been at the forefront of shaping India’s casual and denimwear culture through its distinctive portfolio of brands. With Punya, the company extends that legacy into the ethnicwear category, offering collections designed for today’s generation — people who embrace their roots while maintaining a global outlook.
Speaking on the launch, Kewalchand P Jain, Chairman, KKCL, said, “Punya reflects how India’s fashion story is evolving. Ethnicwear is no longer just festivals; it’s becoming a part of daily life. As a homegrown brand, we’ve always believed in India’s craftsmanship and design strength. Through Punya, we want to make Indian wear relevant for everyday use — stylish, easy, and proudly made in India.”
He further added, “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 suited for work, casual gatherings, and festive occasions — blending traditional silhouettes with modern fits, breathable fabrics, and thoughtful detailing. The brand will be available across KKCL’s nationwide retail network, multi-brand outlets, and leading e-commerce platforms, ensuring accessibility for a wide consumer base.
With the launch of Punya, KKCL reinforces its commitment to building strong, differentiated brands rooted in Indian culture and modern design. The company aims to make ethnicwear as effortless and aspirational as any other wardrobe essential — reflecting confidence, comfort, and cultural pride.
In addition to its brand expansion, KKCL also announced its best-ever Q2 performance, with revenues rising 14.9 per cent year-on-year to Rs 354.1 crore and Ebitda up 11 per cent to Rs 71 crore, maintaining a healthy 20 per cent margin. For H1 FY26, revenues stood at Rs 587.8 crore, marking a 27.9 per cent year-on-year growth.
Founded in 1981, Kewal Kiran Clothing (KKCL) is one of India’s leading branded apparel companies with integrated operations across design, manufacturing, branding, and retailing. Its diverse portfolio includes Killer, Integriti, LawmanPg3, Easies, Junior Killer, and Kraus. With over 650 exclusive brand outlets, a network of 80+ distributors, and a presence in 3,000+ multi-brand stores across India, KKCL continues to strengthen its bond with Indian consumers through innovation and authenticity.
