7 March 2008

Birla Cellulose — The global leader in VSF aligns for the first time with India Fashion week to be held from 12-16 March 2008

Will showcase its third generation eco-friendly fibres to the design community and buyers

Grasim today announced partnering Birla Cellulose, its VSF division with the Fashion Design Council of India (FDCI) to showcase its entire generation of natural fibres — Birla Viscose, Birla Modal and Birla Excel to the fashion world.

Says Mr. Vijay Kaul, Chief Marketing Officer, Birla Cellulose, "As global market leader, we see the changing trends in the domestic and foreign turf and the increasing accent on natural fibres. Birla Cellulose fibres are absolutely eco-friendly fibres. To promote the existing environmental friendly, nature based fibres which are comparable with the best available today in the fashion world, we have aligned with the FDCI and leading fashion designers."

At the mega five day event — "India Fashion Week", scheduled from 12 - 16 March 2008 at New Delhi, these fibres in their actual use will be showcased.

Nine young and promising fashion designers in the 'New Gen Talent Programme' category will showcase their collection using Birla Cellulose fibres through models walking the ramp at a special event captioned 'Birla Cellulose New Gen Talent Programme'.

Birla Cellulose will be displaying fabrics and apparel using its second and third generation natural fibres at the event. This is a unique opportunity for consumers, designers, buyers and fashion world to visit its stall and have a first hand 'look and feel' of the eco-friendly products.

Fibres from Birla Cellulose are developed, tested and extensively experimented upon at our world class TRADC (Textile Research Application & Development Centre) at Kharach, Gujarat .

Renowned designers like Ms. Anita Dongre, Narendra Kumar, Rocky S, Naina Shah to name a few, have been using fibres from Birla Cellulose for the fashion world.

Ms. Anita Dongre, Senior Fashion Designer from AND Designs India Ltd. said, "As a designer and promoter of new fashion concepts and styles I am proud to be associated with Birla Cellulose which has been pushing the cause of responsible fashion by producing environment friendly third generation fibres."

Birla Cellulose is organising a value laden Knowledge Seminar at the venue during India Fashion Week. This will primarily look at the changing fashion trends across the globe. It will highlight the latest trend towards eco-fashion and the merits of using eco-friendly fibres. As the world of fashion and design is constantly fleeting, Birla Cellulose is putting up its efforts to fall in step with changing times. Mr. Alexander Maclennan, an eminent design consultant of East Central Studios, London will share his views at this seminar on "Responsible Innovation in Fashion and Textiles" concerning sustainable and eco- products going mainstream.