Kewal Kiran Clothing Ltd acquires 50 percent stake in denim brand Kraus

Kewal Kiran Clothing Limited (KKCL) has acquired a 50 percent stake in Kraus Casuals Private Limited which operates women’s denim wear brand ‘Kraus’ for Rs 167 crore ($20 million). The equity stake will be acquired through primary infusion and secondary purchase.

With this acquisition, Kewal Kiran has entered the women’s denim wear segment and expects the brand to broaden its market presence in India and UAE markets.

Kewalchand Jain, chairman managing director of KKCL in a statement said, “Today’s acquisition marks a significant milestone in our journey, aligning with our strategic vision of expanding and diversifying our Denim & Casual Wear portfolio. It’s not only our maiden acquisition in KKCL’s history but also a testament to our commitment to growth and innovation.”

Ravi Punjabi, director of Kraus Casuals Private Limited added, “In KKCL, we have found a perfect strategic partner to help us broaden our market segment, channel partners, and significantly grow our brand while remaining faithful to the founding principle of Kraus. Our combined expertise in brand building, marketing and distribution will ensure Kraus rises to its true potential.”

Kraus currently operates through its 8 exclusive brand outlets and has presence in over 1,000 large format stores including Lifestyle, Pantaloons, Reliance, Shoppers Stop, Lulu among others.