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The Birla Cellulose co-branding programme
is aimed at launching exquisite products. Birla Cellulose
works with recognised domestic players to obtain specialised
products specific to the USP's of Birla Cellulose.
The programme offers the following support
services to the co-branding partners:
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In shop merchandising
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In product merchandising |
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Launch events |
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Print media |
Current co-branding associations
Co-branding partner: Dukes Group
Brand: NevaMod Intimate Apparel
Birla Cellulose and Neva have entered
into a co-branding partnership to launch NevaMod, introducing
NevaMod vests, briefs, panties and boxer shorts, in the Indian
market.
NevaMod Freshness Wear is a super premium range of innerwear
and bath-linen. The launch was marked by a glamorous fashion
show showcasing the product range.
Co-branding partner: Royal Classic
Brand: Classic Polo SWISS CLUB
A leading knitwear brand of India, Classic
Polo is part of a well known Tirupur based business house, Royal
Classic. The product is mainly Men's polos and tees made of
cotton and Birla Modal is available in a wide range of colours.
The product launch took place through a fashion show in Mumbai
at Hotel Marriot. The product range is available with all the
leading MBO's and super stores and other retailers.
Birla Cellulose Excelush
Denim with Arvind Mills
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Think of denims and
the first few descriptors that come to your mind are rugged,
heavy, coarse, casual, and of course- easy and comfortable.
While we have been fine with them as they are, imagine denims
that would combine the carefree comfort of your regular denim
with some exclusive features like ultra softness, superfineness,
ultra lightness and lustre! This desire for the ideal denim
material has been answered by a new innovation in denims made
possible with a joint initiative of Birla Cellulose, a part
of the multibillion dollar Aditya Birla Group and world’s
leading viscose fibre producer together with Arvind’s
Denim Division, one of the largest denim facilities in the
world have developed a pathbreaking product- ultra-light ultra-soft
Excelush denims based on Birla Cellulose’s advanced third
generation eco-friendly cellulose fibre Excelush.
Birla Cellulose has always been at the forefront of innovations
in eco-friendly fibres promoting the concept of green fashion
in the textile world. Its cellulose fibre is completely natural
based, biodegradable, and with process innovations that ensure
minimum environmental impact. The fibres have unique properties
of excellent moisture absorbency, softness, drape, superior
lustre and comfort and therefore offers the unique combination
of style with comfort to the wearer
Excelush, fibre made from the choices wood pulp uses a sophisticated
closed loop process that minimizes waste. Excelush fibres
provide a garment with - excellent lustre, crush free soft
feel, superior moisture absorbency, bouncy feel... and all
of this coupled with superior strength and dimensional stability.
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Arvind has put forward its vast rich
experience of the denim market. Working in close collaboration
with the Arvind R&D team was Birla Cellulose’s in-house
research centre TRADC (Textile Research and Application Development
Centre) which is an unparalleled facility set up by the fibre
major to provide complete solutions to the value chain partners,
and has proved to be a centre of excellence for textile research
innovations.
Excelush denim products have received immense positive feedback
at all promotional events including trade shows, fashion shows,
presentations etc across various locations in New Delhi, Mumbai,
Dhaka (Bangladesh), Munich(Germany)- informs Mr. Amir Akhtar,
CEO of Arvind Denim. Bagging the highlight at the Arvind fashion
show in Dhaka, the collection concept garnered appreciation
from major buying houses and the international designers. The
company is now formulating an action plan specifically for this
crucial market.
In the Indian market the products were promoted through fashion
shows held at Mumbai & Delhi which got a thumbs up from
all major brands like Lee, Wrangler, Pepe, Color Plus and Pantaloons.
While enquiries have already started flooding in for the next
season, Arvind is also planning to present the collection to
other popular brands like Wills Lifestyle, Levis, Spykar and
brands of Madura Garments.
Admirations for the product continued to flow in from European
brands and retailers at Munich Fabric Fair held in Germany during
first week of September. Renowned international brands like
Esprit, Zara, H&M, Next have shown keen interest looking
towards the design concepts for both men’s and women’s
wear for top and bottom wears, achieved in Excelush. Thanks
to the enthusiasm and interest shown by the local Turkish and
European buying houses, Arvind has already received 100,000
mts order from Turkey and expects to increase this volume to
300,000 mts per month by Spring Summer 2011. Other key markets
for these fabrics seem to be Middle East and Eastern Europe
which would be further explored in the coming months.
The successful acceptance for the product extends to the extremely
important US markets as well. After initial sampling with GAP,
a major US brand, Arvind is confident of a good response and
wider coverage in this market. Private labels in LA have also
shown inclination towards these fabrics due to its unique properties.
What makes Excelush denims so special and different is the fact
that they are a complete new fashion statement in the denim
market. This fabric takes denims to a whole new level of making
a style statement with a hint of formality. Positioned as “cool
couture”, Excelush denims are chic and stylish, soft, light
and lustrous, yet comfortable, strong and low on maintenance.
They lend themselves beautifully to top daywear for women, semiformal
denim wear or even sheeny partywear. Mr. Vijay Kaul, Chief Marketing
Officer of Birla Cellulose has expressed confidence that Excelush
products shall be a breakthrough in denims and the market for
these shall grow manifold in the coming times, owing to the
unique properties of Excelush fibre that imparts the bouncy
feel and ageless appeal to denims.
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Birla Cellulose expands its brand-width
in India — launches ‘LivaViscose’ collection
with fashion designer, Anita Dongre
It’s a consortium of leaders when Birla Cellulose,
a world leader in cellulosic fibres and Anita Dongre, a leading
designer in the Indian fashion circuit come together to launch
the new co-branded ‘LivaViscose’ spring-summer clothing
line.
Read
more...
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