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Birla Cellulose to showcase eco-friendly fibres at IFW
Mar '08
Grasim 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" (IFW), 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 .

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