Arvind - Birla Cellulose team up for 'Excel Denim'

28 Mar '11

2 min read

Arvind Ltd, the textile major has inked an exclusive deal with Birla Cellulose, a subsidiary of Aditya Birla Group, to produce the world's smoothest denim fabric for women. The deal marks the diversification of the textile giant into the women's wear segment.

Arvind would produce the fabric, 'Excel Denims' at its Ahmedabad-based plant, housing an annual capacity of 120 million metres of denim fabric.

Whereas, Birla Cellulose would engage itself in the R&D for creation of the fibre out of the super refined wood pulp, Arvind would be involved in production and selling the fabric in the local as well as foreign markets.

Mr Aamir Akhtar, CEO - Arvind Denims said that, he views the association as a major development which would boost the business of both the companies. Arvind is diversifying to make headway into the value-added women's wear segment with launch of a distinct product and Excel Denim, greatly supports the firm's plans, he added.

Leading denim jeans retailers including Diesel, Levi's, Energie, Pepe and Tommy Hilfiger count themselves among the clientele of Arvind, the world's leading denim producer.

Further Mr Akhtar stated that, the new denim encompasses attributes like lustre, softness, superior strength, bounce and comfort, and added that they would be particularly focusing on the women's wear market.

Moreover, Arvind has also roped in well-known designer Rajesh Pratap Singh to design a select range of Excel Denim jeans.

Fibre2fashion News Desk - India

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