|
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:
|
|
In shop merchandising
|
|
|
In product merchandising |
|
|
Launch events |
|
|
Print media |
Current co-branding associations
Co-branding partner: Arvind Mills
Brand: Excel Denim
Birla Cellulose and Arvind has come together
to lauch Excel Denims as an exclusive tie-up in India and
Internationally.
Denims which have typically been seen as a rugged wear, a
tough fabric gets a complete new value with Excel.
Excel Fibre comes with the values of strength combined with
the characteristic values of cellulose like softness , drape,
luster therefore making the denim soft, very comfortable,
drapy , lustrous while keeping the strength of denim intact.
Excel Denims will now be the first ever Women's Denims –
" Denim. Yet Feminine" – Denims now especially
made for women so that women will now no longer have to make
do with the rugged manly denims that was not meant for her.
Co-branding partner:
FAITMA
Brand: Spunshades
 |
When the world's leading men's suiting
manufacturing companies join yarns with a leader in the research
and manufacturing of man-made cellulosic fibres, revolutionary
ideas unravel.
Birla Cellulose and FAITMA have come together to weave a new
story in the global dress pant segment and stimulate growth
in the menswear category to benefit both partners. Already,
India makes 125,000 TPA of PV dress pants of PV dress pants
using spun-dyed VSF from Birla Cellulose and stock dyed polyester.
Some of the challenges faced were in the solidity of colours
in matching stock dyed polyester with spun-dyed VSF, compatibility
of the dyed PV dress pant to NaOH based weight reduction treatment
to enable high-end drapy feel and high inventory with spinners
and fabricators which locked up funds and limited innovation.
A team of colour experts from industry leaders like Siyarams,
Truevalue, Weavette, Sangam and representatives from CTM/RTM
was threaded together, to create 26 trendsetting shades. Birla
cellulose's Nagda plant co-developed the fibres for matching
till yarn and fabric stage, tackling the weight reduction challenge
by using new pigments and processes and also success in making
spun-dyed VSF resistant to NaOH based reduction treatment t
900 for all shades. TRADC developed a recipe for the weight
reduction of spun-dyed VSF based dress pant material.
“Infashion
naturally chic by Birla Cellulose”,Mar-2011 Mumbai
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...
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.
|
|
|
