In the .NET for Ajax PivotGrid, you can set a caption for all fields, row and column. This does not seem possible in the kendo based version (MVC). The only property I see on a column or row is if we want it expanded by default or not.

Here is how it is done on the Webforms version of the control

 <Fields>
                <telerik:PivotGridRowField DataField="Rep" ZoneIndex="1" Caption="Rep" 
                </telerik:PivotGridRowField>