Launched in 1989, Killer is the flagship brand of the company. A power brand. A brand that is youthful, trendy, vibrant and with an attitude. The focus of the brand is 16-25 years segment. The power brand enjoys a leadership position in the premium menswear in this segment. Killer Jeans is the largest selling denim brand in India. The brand's product line includes jeans, shirts and jackets. These are as trendy as the jeans collection and complete the attitude statement that the consumer wishes to make.

With a distribution network of 17 distributors, nearly 30 K-lounge stores and over 800 retailers, MBO's & chain stores the brand has unparalleled penetration of the domestic market.

"Basics" by the Killer brand have a loyal following. The "Fashion" range in the Killer brand is constantly innovating. Each collection is exciting and different in washes, treatments and styles. The R & D team works on over 500 designs a year from which few are selected to form the new season collection.

The brand first introduced "Worn Outs" in India. A style that is hot, international, contemporary and truly trendy. The garment here is made to look worn out through various processes without diminishing the strength of the material.

The advertising/creative strategy for Killer is 'International' and 'youthful'. The creative idea is based on insights derived from the lives of the youth. The style and treatment of the film is completely international and lends beautifully into the product -revealingly low. The print and outdoor campaign accentuates the product offering and is set up in surreal locations, adding a sensuous tone to the brand image and product. The advertising expense last year was over 4 crores with television as the main medium.

The brand has been launched in the Gulf market in 1994.