Clothing brand Kewal Kiran enters the women’s wear segment by acquiring Desi Belle. The brand will focus on Tier II and Tier III cities and increase the number of distributors across 125 to 200.
The brand also owns brands such as Killer Jeans, Lawman Pg3, K-Lounge, Integrity, Easies, and Addiction. It also plans to launch a new brand, Immortal, to gain market share in the low- priced segment.
Geographically the eastern region contributes 35 percent to sales, followed by the southern region and the western and northern region respectively. The central region contributes five percent. The aim is to grow the top line as a valuation game and focus on growing profitability and revenue by widening the market reach and offering value-for-money apparels rather than discounts.
