Kewal Kiran Clothing Limited (KKCL), a retail giant with diversified brands, has said it plans to take flagship brand ‘Killer’ into a strategic partnership with Indian cricket’s governing body BCCI as the national cricket team’s ‘Official Sponsor’.

The move will see the brand displayed on the right upper chest of the Team India jersey, the clothing company said in a media statement.

KKCL, a listed entity since 2006, is a leading clothing company and is not new to cricket since ‘Killer’ jeans has been part of on-ground branding.

This time it will be seen as part of a bigger association, as the official sponsor of the Indian Cricket Team, the company statement stated. Its other brands include Integriti, Lawmanpg3, Easies and Desi Belle,With this partnership, Killer plans to reach out to millions of fans spread across the country with a big retail expansion, it said.

Commenting on the new partnership, KKCL Joint MD Hemant Jain said, “It is a matter of immense pride for us to be on the India jersey. As a home grown brand, we are excited to be offered this opportunity to showcase ourselves on one of the most prestigious assets in world sport and we thank our partners at ITW Catalyst for facilitating this partnership with the BCCI.

“We are looking forward to growing our brand and catering to one of the world’s biggest fan bases. We will be using our network of over 350 stores, 1800 LFS and 4000+ multi-brand outlets to bring the Indian jersey to the cricket fans.”

However, the company didn’t disclose any financial details about the sponsorship deal with BCCI.