This can be done only via custom row template:
<div id="grid"></div>
<script>
$("#grid").kendoGrid({
dataSource: [
{ header: "First Row", foo: "foo" },
{ header: "Second Row", foo: "bar" }
],
columns: [
{ width: 100, title: "Header", field: "header"},
{ title: "Foo", field: "foo"},
],
rowTemplate: '<tr data-uid="#=uid#"><th class="k-header">#:header#</th><td>#: foo #</td></tr>',
altRowTemplate: '<tr data-uid="#=uid#" class="k-alt"><th class="k-header">#:header#</th><td>#: foo #</td></tr>'
})
</script>
Here is a live demo: http://trykendoui.telerik.com/@korchev/EneQ