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Levis turns to Aura for new herbal collection
Feb '11
Mr Arun Baid, MD - Aura Herbal Textiles
Mr Arun Baid, MD - Aura Herbal Textiles
The consumer world is turning more and more eco-friendly with each passing day, more so with the clothing, worn 24 hours a day. Aura Herbal Textiles, an Ahmedabad based textiles firm is out to take full advantage of the change in trends.

Recently, Levi Strauss, the iconic US-based jeanswear brand has commissioned Aura to supply it a range of knits and wovens, dyed and printed with herbs for its new proposed; 'Herbal Collection'.

Way back in May 2009, fibre2fashion had exclusively interviewed Mr Arun Baid, Managing Director and leant about the difference in dyeing and printing fabrics with the normal but harmful chemicals and herbal dyes.

Aura Herbal was started in 2002 and the company has turned a full circle since then. The company co-managed by his wife – Ms Sonal Baid is now supplying eco-friendly textile products to over 500 clients across the globe.

Speaking about the tie-up with Levi Strauss to fibre2fashion, Mr Baid informed, “We are doing dyeing of knits and woven for the herbal collection they are proposing. The printing will also be done herbally”.

Commenting confidently on the growth of the business, he observed, “We see it growing very fast and in near future is expected to grow in all directions with a growth of 100% annually”.

“We are entering into undergarments, towels and fabrics to begin with” he said by revealing their expansion plans.

Fibre2fashion News Desk - India

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