14 February 2026, Mumbai
As of February 13, 2026, the women’s denim landscape in Delhi-NCR has witnessed a strategic shift as Kraus Jeans officially opened its doors on the second floor of Vegas Mall, Dwarka. This launch marks a critical step in the brand’s aggressive company-owned, company-operated (COCO) expansion strategy, aimed at achieving a Rs 260 crore revenue run rate by FY26-en. The move coincides with a robust recovery in the Indian women’s denim market, which is currently outperforming other apparel segments with a projected 11.30 per cent CAGR through 2033.
Capitalizing on urban high-street momentum
The Vegas Mall expansion serves as a case study in ‘masstige’ retail positioning - offering premium, trend-led fits tailored specifically for Indian body types at accessible price points. Fashion is the core of our tenant mix, and Kraus Jeans’ entry reinforces our commitment to bringing high-growth, established brands to our diverse shopper base, states Ravinder Choudhary, Vice-President, Vegas Mall. By securing a presence in one of Delhi’s highest-footfall malls, Kraus is targeting an 18-20 month breakeven for the new outlet, consistent with its current portfolio where 19 of 22 EBOs are already profitable.
Strategic synergies and future roadmaps
This retail offensive is backed by a strategic equity partnership with Kewal Kiran Clothing (KKCL), which acquired a 50 per cent stake in the brand for Rs 166.51 crore. While the current focus remains on Tier-I premium malls, the collaboration with KKCL provides a logistical springboard to penetrate Tier-II and Tier-III cities in the next fiscal year. The primary challenge remains the fluctuating cost of raw cotton, which has increased operational overheads by 12 per cent across the industry. However, Kraus aims to mitigate these pressures by leveraging internal accruals and scaling its state-of-the-art manufacturing units to maintain its 18-19 per cent EBITDA margin target.
Founded in 2003, Kraus Jeans is a Mumbai-based brand specializing in women's denim and western wear. With over 1,300 retail touchpoints across India and a growing EBO network, the brand targets a Rs 260 crore turnover by FY26. Following a 50 per cent acquisition by KKCL, Kraus is transitioning from a bottomwear specialist to a full-range casualwear label.
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