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Amicor Anti-Allergy Beddings launched by Coirfoam India
Jul '11
Amicor one of the premium anti-microbial brands in the world, was launched in bed and beddings in India for the first time by Coirfoam (India) Pvt. Ltd.

Corfom, the flagship brand from Coirfoam India, is presently rated as India's top mattress and pillow brand. The launch of Corfom-Amicor range of anti dust-mite, anti-allergic, anti-odor mattresses and pillows was officially announced by Mr. Sukhdeep Singh Khurana, Director, Coirfoam India, and Mr. Amit Dayal, Head of Marketing, Acrylic Fibre Business, Aditya Birla Group, on 23rd July'2011 at the Dealer Conference organized by Coirfoam in Bangkok, Thailand. The launch event was attended by management representatives of both the companies together with about 150 dealers and distributors of Coirfoam.

Amicor, the premium brand of anti-bacterial and anti-fungal fiber, was invented and marketed by Acordis, UK in late 1990s. Subsequently, the product, technology and the brand was taken over by Acrylic Fibre Business (Aditya Birla Group) in 2007. Amicor is recognized as a strong brand in Europe and US for its anti-microbial, anti-allergy performance. Corfom mattresses and pillows with Amicor fibers will create an environment which will not support the growth of allergens like house dust-mites - thus reducing the risk of sensitivity to allergens. Amicor fibers keep the mattress and pillows fresh and odor free. Clinical studies in Europe, have shown that Amicor fiber in beds and beddings can help to reduce problems like asthma, rhinitis and sinusitis caused by dust-mite allergens. Amicor prevents the sensitivity through prevention rather than cure. The performance of Amicor brand fiber is certified by International Certifying bodies like Allergy UK Foundation (UK), and endorsed by Red Cross Asthma Hospital, Barcelona, Spain.

The launch event in Bangkok, Thailand, was an ideal platform to introduce the concept of antiallergy, fresh beddings with Amicor Fibers to the dealers and distributors of Corfom. Mr. Inderjeet Singh Khurana (Director, Coirfoam India) inaugurated the event with the candle lighting ceremony.This was followed by speech from Mr. Sukhdeep Singh Khurana (Director, Coirfoam India) who officially announced the launch of Corfom-Amicor range of bedding products and briefed the delegates about the unique benefits of these products. Mr. Amit Dayal (Head of Marketing, Acrylic Fibre Business, Aditya Birla Group) along with Mr. Sayan Sengupta (Product Manager, Amicor) conducted a thorough session explaining the technology, product benefits, international certifications and endorsements of Amicor brand fibers. The delegates appreciated this session on the special product.

We spend one-third of our life in beds, and without proper protection, beds are almost always infected with house dust-mites allergens (Der P1) - the key asthma sensitizer. With millions of babies, children and adults suffering from asthma, eczema, hay fever and rhinitis, reducing asthma and allergies is among the top priorities. It is now time to arm ourselves for a healthier and protected sleep at night. Thanks to the Amicor-Corfom anti-allergy sleep system.

Aditya Birla Group

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