Kewal Kiran Clothing Limited (KKCL), one of India’s largest branded apparel manufacturers, has announced its foray into the kidswear category with the launch of a clothing brand, Junior Killer under its flagship brand, Killer. Junior Killer offers an extensive range of clothing for kids starting from the age of 4 years up to 16 years, while the brand Killer will continue to offer products for 16 years and above. This move marks not only brand Killer becoming a four-to-forever (age-group) brand, but also strengthens its association with its loyal customers across the country.
Commenting on the launch, Hemant Jain, Joint Managing Director – Kewal Kiran Clothing Limited, said “We have built an incredible relationship with fashion lovers ever since we exclusively launched our flagship brand, Killer in 1989. Their children – who have a similar aesthetic and reflect the lifestyle of their parents – are also now converting into a loyal customer base for us. Keeping this new customer in mind, we decided to introduce a Junior Killer.”
“This launch reflects KKCL’s goal of creating a truly curated lifestyle brand that will enable us to create our own market share in the kids-wear category as well. We have a strong nationwide, loyal dealership network that will be proud to introduce Junior Killer to their customers as every fabric is carefully handpicked to ensure comfort and style. I am confident that Junior Killer will further establish our flagship brand Killer and will become a sought-after full lifestyle brand in the Indian high-street fashion segment,” he added.
Started in the 1980s by brothers Kewalchand Pukhraj Jain and Hemant Pukhraj Jain as an apparel manufacturing business with focus on denim, KKCL is a 30+ year legacy company which has today transformed into a much sought after home-grown fashion and lifestyle company.
Today, KKCL offers a wide range of clothing from categories like jeans, T-shirts, shirts, shorts, jackets, blazers, winterwear, athleisure and accessories under established brands like Killer, Integriti, Lawman pg3 and Easies.
With 450+ Exclusive Brand Outlets (EBOs) and 80+ Distributors covering 3000+ MBOs across India and presence across national chain stores, the Company has a widespread distribution in India.
Casual Yet Classic
Manufactured at its state-of-the-art manufacturing facility located in Daman in Gujarat, Junior Killer offers collections that can fulfill the end-to-end wardrobe needs of boys.
The brand’s debut collection has been meticulously crafted to meet the unique needs and preferences of today’s discerning young boys.
Junior Killer offers an extensive range of clothing options under three categories – Casual, Sports and Classic. From denims to t-shirts, shirts and co-ords, the collection caters to various occasions and styles, ensuring that every young boy can express his individuality.
With prices starting at just Rs. 499 and going up to Rs. 2399, the brand offers high-quality fashion at accessible price points. Junior Killer collection will be available across leading multi-brand outlets as well as Killer Exclusive stores, K-Lounge and National Chain Stores starting with their inaugural SS’24 collection.
Mass Marketing Campaign
The brand was launched with much fanfare by KKCL, and with the tagline ‘this is us’. It’s been launched on social media through exclusive handles on X, Instagram, Facebook and YouTube.
The company plans to roll-out its mass marketing campaign that will go live on Junior Killer’s social media handles as well as in stores and other mediums in a phased manner.
A new television campaign for brand, shot in Amsterdam, has also been rolled out. The TVC captures the dynamic and energetic spirit of the confident kids of today and highlights the functionality of Junior Killer apparel in their everyday life. Emphasizing on comfort without compromising on style, the TVC showcases boisterous boys sporting bold, bright and uber stylish selection of apparels from each of the category.
Targeted at all age groups, the TVC will be aired across all ATL and BTL medium as well as on popular social media channels.
