The Economic Times
31 March 2006

Grasim for co-branding natural fibre products

Aditya Birla group company Grasim Industries has said it is in talks with companies for co-branding purpose of its second-generation natural fibe Birla Modal. " The fibre has potential applications in areas such as clothing, apparels and made-ups (home textiles). Currently, we are in advanced stage of talks with some companies for co-branding exercise and sell as branded product," Grasim Industries Chief Marketing Officer (fibre division) Vijay Kaul said. He said the company is undertaking test marketing of the products, which it plans to release in the market as co-branded products. " By 2006-07 end, we should see some of the co-branded products of Birla Modal," he said. As a first step towards the co-branding exercise, Birla Cellulose, the fibre division of Grasim Industries, has tied up with leading thermalwear brand Neva to launch a range of innerwear, thermalwear, and towels under brandname NevaMod.