Kewal Kiran Clothing Ltd (KKCL), a prominent Indian fashion label, is negotiating to acquire Kraus Jeans, a well-known casual fashion brand focused on women, according to insiders familiar. While one source indicated that talks had reached an advanced stage, another noted that the deal had not been finalised yet. Representatives from both KKCL and Kraus Jeans declined to comment on the matter.
Kraus Jeans, whose products are available in major department stores such as Shoppers Stop and Lifestyle International and online platforms like Myntra and Ajio, has carved out a women’s denim market niche. If the acquisition goes through, KKCL will obtain a vital foothold in this rapidly expanding segment of the Indian denim apparel industry.
According to retail consultancy Wazir Advisors, India’s denim market is poised for significant growth, with an estimated annual growth rate of 14% over the next three years. This surge is anticipated to encompass all consumer segments, particularly women’s denim products, projected to contribute to 14% of the overall denim apparel market by fiscal year 2026.
Pakhi Saxena, head of retail and consumer packaged goods at Wazir Advisors, explained that this projected growth is primarily driven by factors such as the increasing number of working women, the rising popularity of western wear, and the emergence of fusion-wear styles. If the Kraus Jeans acquisition materialises, KKCL can enhance its product portfolio and establish a strong presence in the thriving women’s denim market.
