KKCL expands portfolio with launch of ‘Punya’, enters ethnicwear segment

With Punya, the extends that legacy into the ethnicwear category, offering collections designed for today’s generation — people who take pride in their roots but live life with a global, contemporary outlook.

Kewal Kiran Clothing (KKCL), the company behind some of India’s most loved fashion brands such as Killer, LawmanPg3, Integriti, and Easies, has announced the launch of its new brand ‘Punya’, marking its entry into the ethnicwear space. With Punya, KKCL aims to bring Indian clothing into everyday life — beyond festivals and special occasions while celebrating the country’s growing pride in homegrown fashion.

For over four decades, KKCL has been a pioneer in shaping India’s casual and denimwear culture through its distinct brands. With Punya, the company extends that legacy into the ethnicwear category, offering collections designed for today’s generation — people who take pride in their roots but live life with a global, contemporary outlook.

Speaking on the launch, Kewalchand P Jain, Chairman, KKCL, said,
“Punya reflects how India’s fashion story is evolving. Ethnicwear is no longer limited to festivals; it’s becoming a part of daily life. As a homegrown brand, we’ve always believed in India’s craftsmanship and design strength. Through Punya, we want to make Indian wear relevant for everyday use — stylish, easy, and proudly made in India.”

He further added,“There’s a renewed sense of pride in wearing Indian-made products. The Swadeshi sentiment has reminded consumers of the value of authenticity and craftsmanship. Punya stands for that belief — made by Indian hands, designed for Indian hearts.”

Punya will feature a range of contemporary ethnicwear suited for work, casual gatherings, and festive occasions alike — blending traditional silhouettes with modern fits, breathable fabrics, and thoughtful detailing. The brand will be available across KKCL’s nationwide retail network, multi-brand outlets, and leading e-commerce platforms, ensuring accessibility for consumers across markets.

By launching Punya, KKCL continues its journey of building strong, differentiated brands rooted in Indian culture and modern design. The company’s goal is to make ethnicwear as effortless and aspirational as any other wardrobe essential — reflecting confidence, comfort, and cultural pride.

Punya’s, parent company Kewal Kiran Clothing also announced it’s best-ever Q2 performance with revenues rising 14.9 per cent year-on-year to Rs 3.54 billion and EBITDA up 11 per cent to Rs 710 million, maintaining a healthy 20 per cent margin. For H1 FY26, revenues stood at Rs 5.87 billion, up 27.9 per cent year-on-year.