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Co-branding

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: 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

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.

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.


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.
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