Owned by Kewal Kiran Clothing, denim brand Killer is banking on the growing western wear trend in women’s apparel to drive growth for Desi Bellé. The brand has an in-house team of designers that track domestic and European fashion trends to create innovative fashionable products for customers.

As per industry estimates, India’s women’s wear market, which comprises ethnic wear, western wear, Indo-western and inner wear, is estimated to be worth Rs 1.4 trillion and contributes 35 per cent to the total apparel industry which is worth Rs 4 trillion. Ethnic wear currently constitutes 65 per cent of the total women’s wear market. However, women’s apparel trends are gradually changing to western wear.

Generally, it takes one to two years for fashion to travel to India and now, the time frame is shrinking and brands like Desi Belle are bringing fashion directly from European markets to India.