Integriti
Kewal Kiran Clothing · India
Integriti is an Indian apparel brand owned by Kewal Kiran Clothing, the Mumbai based maker of jeans and casualwear. It offers denim and casual clothing for men and women, sold through brand outlets and the group's retail network.
| Parent company | Kewal Kiran Clothing Limited |
|---|---|
| Origin | India |
| Sister brands | Killer, Lawman Pg3, Easies |
| Retail | Brand outlets and K-Lounge stores |
| Website | kewalkiran.com |
What is Integriti?
Integriti is one of the in house fashion brands of Kewal Kiran Clothing Limited, an Indian branded apparel manufacturer that also owns Killer, Lawman Pg3, Easies and the K-Lounge retail format. The parent company was incorporated in 1992 and manufactures in Mumbai, Vapi and Daman.
Products and positioning
Integriti sits in the group's jeans and casualwear portfolio. Over time the line expanded with an exclusive knitwear collection and, from 2007 to 2008, with men's formal wear and womenswear sold in selected Integriti and K-Lounge stores. Kewal Kiran Clothing describes its brands as covering branded jeans, semi formal and casual wear for men and women, along with lifestyle accessories.
Distribution
Integriti has been sold through dedicated brand outlets, opened in successive years from 2007, and through the group's multi brand K-Lounge stores. Kewal Kiran Clothing runs a network of exclusive brand outlets, K-Lounge stores and factory outlets across India. In 2012 the brand appointed Bates India as its creative agency after a multi agency pitch.
Why it matters
Integriti is part of a domestic Indian denim group that competes with international jeans labels by combining in house manufacturing with its own retail network.
Frequently asked questions
Who owns Integriti?
Integriti is owned by Kewal Kiran Clothing Limited, the Indian apparel company that also owns the Killer jeans brand.
What does Integriti sell?
Integriti sells jeans and casualwear, with knitwear, men's formal wear and womenswear added over time.