Birla Cellulose partners with Valji for category promotion

“It's been a month since Birla entered into a partnership with Valji. The company will extend its marketing and technical support to Valji for the promotion of its uniform category products. It will also support Valji on raw materials, innovation and product perfection. Valji is working closely with Birla Cellulose on a variety of projects,” Ankur Thorat, AGM – Hub Development and Marketing at Birla Cellulose told Fibre2Fashion.com

“The uniform market in India is valued at Rs 17,000 crore and is growing at a pace of 7 per cent. The major categories in which the uniforms have high demand are schools, institutions and government supply,” according to Thorat.

Around 35 to 50 per cent of the uniform sector can be made of Birla's viscose. To tap this market till the consumer level, Birla Cellulose has started the initiative of promoting their hub excellence partners, Thorat said.

“Viscose from Birla Cellulose is of world class quality as they follow the required norms and process guidelines. Birla Cellulose team hopes to continue their collaboration with Valji in the years to come,” he added. “The key idea of this exercise is not direct sales, but to uplift a category in itself and to spread awareness about the use of viscose in uniforms. If the industry grows, it will mean overall development for our partners.”

On a similar note, Kishore Kothari, director of Valji Uniforms adds, “Sales will happen on its own if your products, strategies and branding is equipped to delight brands and consumers. Being Birla Cellulose's hub excellence partner will certify the quality of our products to the end-consumer, which will immensely help our products in the long run.”

Happy that Valji has been selected as a hub excellence partner of Birla Cellulose, Kothari says, “We will maintain the current best quality of products with viscose blends. We will also expand our product basket in viscose blends to reach greater horizons.” (MCJ)

Fibre2Fashion News Desk - India