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30 September 2006
Just the Right Match
Birla Cellulose,
the fibre division of the Aditya Birla Group, has teamed up
with the Royal Classic Group of Tirupur to produce a premium
range of polos and tees under the Swiss Club brand name. The
brand will initially be launched in Indian stores before being
introduced globally.
Swiss Club products are made from Birla
Modal, a new generation fibre from the cellulose fibre division
of Grasim Industries Limited, the flagship company of the
Aditya Birla Group. Grasim has earned prestigious awards for
the wide range of technologies it has come up with and its
innovative range of fibres.
The Royal Classic Group, a 100 per cent
vertically integrated, Rs.225 crore textile company is well-known
for its Classic Polo knits apparel brand of shirts, tees and
trousers.
The Swiss Club collection is available in
a wide range of vibrant colours, sizes and style with a starting
tag of Rs 699. Its brilliant lustre and soft feel fulfill
an age-old demand for a combination of looks with style and
of aesthetics with performance.
The new brand was launched at a scintillating
fashion show in the presence of leading retailers and dealers.
Speaking on the occasion, Mr. Vijay Kaul, CMO, Birla Cellulose,
said, "This is yet another initiative of Birla Cellulose
to support the entire textile value chain. Through this co-branding
program, Birla Modal fibre will be supplied to our promotional
partners who have a cutting edge marketing focus, innovative
mindset and technological capabilities. We look forward to more
such initiatives with other leading brands to facilitate consumer
experience of Birla Modal."
Birla Modal is a 100 per cent natural and
eco-friendly, biodegradable fibre made from high quality wood
pulp, a renewable natural resource. In addition to all the
advantages of an engineered fibre, Birla Modal gives a natural,
soft and bouncy feel which makes it truly pleasant to feel
and comfortable to wear. Birla Modal fabrics have a natural
brilliant sheen and high moisture absorption capacity. They
remain fresh even after repeated washes.
Birla Modal has a very high dimensional
stability. It blends beautifully with almost all textile fibres
like cotton, wool, silk, synthetics and even spandex. It is
therefore the chosen fibre for almost all applications like
intimate apparel, bath linen, knitwear, shirting, trousering,
dress material, floor covering, bed linen, furnishing and
industrial yarns.
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