Killer is an Indian denim brand established in 1989 that has survived and grown while other brands have failed. It focuses on fits and washes and innovates its fashion trends over time. The brand's first ambassador was Rahul Dev and it later expanded to the Gulf market in 1994. The company's founder, Mr. Kewalchand P. Jain, oversees finance and management. Killer has grown through innovation and a strong distribution network of over 800 retailers and 17 distributors across India. The company also owns other brands and manufactures jeans and casual wear for men and women.

3. HistoryIn 1989, when the company had launched its flagship brand Killer, they had a vision and commitment towards the community that to provide the best fits, washes, and fashion at a very affordable price.

4. Killer is the only Indian denim brand which survived and still growing well.

5. The idea of its survival in the market is to complete product development time by time, innovation by keeping its strengths which are the fits and the washes.

6. None of the other brand can compete killer in terms of washes and the fits.

7. Apart from that Killer is continuously innovating the new fashion trends.

8. The first brand ambassador for killer was Rahul Dev and after that it was ArjunRampal.

9. The brand has been launched in the Gulf market in 1994.About the FounderMr. Kewalchand P. Jain - Chairman & Managing Director Born in 1962, he decided to join the business at early age after completing school.

10. He learnt the business on the job and spearheaded the groups’ foray in to branded apparel business.

11. A keen student of finance and a hands-on manager, he heads the finance functions and is responsible for the overall management of the affairs of the company.

12. Mr. Jain is a trustee of JatnobaiKarmchandjiRatanpariaChauhan Charitable Trust.

13. He is also the treasurer of Shree Jain VyaparUdyogSevaSansthan.IntroductionWith a distribution network of 17 distributors, all K-Lounge stores and over 800 retailers, MBO's & chain stores the brand has unparalleled penetration of the domestic market. Killer merchandise can also be patronized at Exclusive Killer brand stores that are spread in all major cities.

14. The Corporate ProfileKiller, Easies, Lawman, Integriti – leading brands in men’s wear in India. The Company behind them all - KewalKiran Clothing Limited. Currently, these brands have an exciting range of western wear for women.Incorporated in 1981, KewalKiran Clothing Limited today is amongst the few large branded apparel manufacturers in India.The company has sales in Asia, Middle East and CIS. The company designs, manufactures and markets branded jeans, Semi-formal and casual wear for men and women.

15. The product line

16. The GrowthThe company(KewalKiran Clothing Limited) began as a manufacturer of men’s wear for reputed brands. The company is exposed to global standards in quality, technology, marketing and branding.In 1989, the company introduced “Killer“ the first international denim brand created in India. Today "Killer" is one of the most successful and widely recognized brands in the Indian apparel industry.

17. The Reason behind the GrowthInnovation has been the hallmark of KewalKiran Clothing Limited A marriage of design and technology, the company has constantly introduced new fits, finishes and fabrics.The company’s own R & D team working closely with designers is constantly innovating – creating an exciting array of product lines in a variety of fabrics, washes and cuts, using the latest in technology and processes. The company’s own manufacturing and processing set up enables it to have a speedy ‘go-to-market’ time frame – from design to production.

18. The Principle“Fashion” with "Quality" is the cornerstone of each collection introduced by the company. The company’s strong fashion forecasting and trendsetting abilities have created brands which are vibrant, trendy and with an attitude. Each brand has been carefully crafted keeping in mind desires and attitudes of specific market segments. Each brand is an expression of its customer.The trendiest collections are backed by a strong retail and distribution network. The company’s extensive reach has been built in a strategic and planned manner over the years.

19. The Manufacturing StrengthThe success of KewalKiran Clothing Limited can be attributed to a great extent to its Manufacturing capacity. The company has inherent core competency in manufacturing. From sourcing to finishing every aspect of the company’s manufacturing has added to its success.With 5 units, an annual capacity of 30 lakh pieces, over 1400 employees, the latest technologies in jeans manufacturing, the company’s ability to innovate in manufacturing enables it to quickly go from design to market.The company has chalked out plans for growth in manufacturing capacities to meet the growing markets for its brands internationally.

20. TheadvertisingstrategyThe advertising/creative strategy for Killer is 'International' and 'youthful'.The creative idea is based on insights derived from the lives of the youth. The style and treatment of the film is completely international and blends beautifully into the product. The print and outdoor campaign accentuate the product offering adding a sensuous tone to the brand image and product.

21. Retailing ActivitiesIn one fiscal year, K-Lounge does about four promotions per store. Out of the four promotions, three are national and one is local ( depending on the prevailing cultural activity in that area)

22. National PromotionsEnd of Season Sale- Spring SummerPeriod : Mid July to End AugustAlways start with North India and in Rest of India after a week End of Season Sale- Autumn WinterPeriod : Mid January to End FebruaryAlways start with North India and in Rest of India after a week. Both the End of Season Sale lasts for about four weeks for each store and always ends on a SundayBack to College Just before the college re-open, we do this activity at All India level in a staggered manner as all colleges across India don't re-open at the same time.The idea is to be a part of the students' wardrobe

23. Local PromotionFestival PromotionsThese promotions are done during the festival period as the sale peaks from August End till December The promotions have promotional gifts on a purchase. Its the same promotions across stores, except for the time and the festival. For e.g..GaneshChaturthi -( August End - September beginning ) - Maharashtra GoaNavratri - Gujarat, Maharashtra and Rajsthan - ( 15 days before Dussehra)Eid - Mumbai, Meerut, Lucknow, Mangalore ( 15-20 days before RamzanEid)DurgaPuja- West Bengal, Guwahati, Orissa, Bihar, Jharkhand and part of Chattisgarh- 20 days before DurgaPujaDussehra/Diwali- All IndiaApart from these, we also do local promotions for Pongal in Andhra Pradesh and Tamil Nadu, Ugadi in Karnataka.

24. Environment ConcernsKewalKiran Clothing Limited has put up a Wind Mill of 600 KVA at Porbunder in Gujarat in July 2008.

25. The Company undertook this measure on two counts - one this being an environment friendly measure fits into companies philosophy and long term policy of energy conservation and green energy.

26. The power generated from the Windmill shall be used for captive consumption of Company’s plant at Vapi, this reduces the cost of power which has been on rise due to the increase in the cost of the input of fuels like coal and petroleum products.

27. KKCL would also get Income Tax benefit for installation of the Windmill.

28. KKCL will explore such other methods through which it will not only save cost but also contribute in a small way to save the environment.Awards & Achievements

29. Awards & Achievements (Contd.)

30. Concepts of RetailingFollowing are the prerequisites for our retail concept:-

31. Concepts of Retailing (Contd.)The company will provide the following:-The creative for POS i.e posters and visuals will be provided by the company, the cost of printing and installation will be shared equally between the franchisee and company. (20,000/-)

32. The company will provide a Profitable markdown to the franchisee. All incidental expenses or levy to be borne by the franchisee.

33. The franchisee will conduct two end of season sale in a year; the value loss incurred during end of season sale will be borne solely by the franchisee.

34. The company will reimburse loss incurred due to genuine customer returns of merchandise.Concepts of Retailing (Contd.)Other Prerequisites :-The franchisee should implement incentive scheme for sales staff on piece rate and turnover.The franchisee should also implement incentive scheme n slow moving styles in order to curb escalation in value loss and reduce interest cost thus improving shelf movement.The franchisee should also maintain a separate storage for stock management