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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: 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.

Excel Denim Show in Bangalore on the 26th of March


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.


 
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