Kewal Kiran Clothing Limited (KKCL), the company behind some of fashion brands such as Killer, LawmanPg3, Integriti, and Easies, has announced the launch of its new brand ‘Punya’, marking its foray into the ethnicwear segment.
KKCL Chairman Kewalchand P Jain said that Punya represented the evolution of India’s fashion story, as ethnicwear was increasingly becoming a part of daily life. He noted that the brand sought to make Indian wear stylish, practical, and proudly made in India, while highlighting the country’s craftsmanship and design heritage.
He added that there was a renewed sense of pride among consumers in choosing Indian-made products, driven by the Swadeshi sentiment and a growing appreciation for authenticity and artistry. Punya, he said, embodied these values — “made by Indian hands, designed for Indian hearts.”
The new brand will feature a range of contemporary ethnicwear suited for work, casual gatherings, and festive occasions. Punya will be available through KKCL’s national retail network, multi-brand outlets, and leading e-commerce platforms.
