Interviews
News Flash
Herbal wear – Latest fashion statement
16 Nov '07
2 min read
Herbal garments have taken a sudden sweep over Bollywood celebs so much so that Jackie Shroff's firm has shown a keen interest in this entirely new concept, which is launched by Ahmedabad based Aura Herbal Wear Company.
This domestic manufacturing company has already started expanding its domain by linking ties with numerous national and international players. US based US Tenfold Organics has recently collaborated with the company promoting it as a textile brand.
Aura has also made plans to reach out to markets in France and Europe as also to come up with standalone retail outlets.
In an exclusive interview with Fibre2fashion Ms Sonal Baid, Director of Aura Herbal Wear disclosed the company's promotional strategy stating, “We are holding many exhibitions, workshops & conferences in India and abroad to create awareness as well as publicize the herbal dyeing.”
When asked about the suitability of the herbal garment in varying climatic conditions, Ms Sonal Baid explained that “The process is applicable to any natural fiber from cotton to silk and wool of any weight. So these fabrics can be worn in extreme climates. Being thoroughly natural, it allows the body to breathe which is necessary for any season,”
With respect to its demand in the international market, Ms Sonal further asserted, “Organic textiles are becoming very popular in the international market but since organic textiles were generally dyed in low impact chemical dyes, it was usually less preferred. The only alternative to capture the market is to be truly organic by using herbal dyes on organic textiles. This fact is being gradually realized in the international market. Any body who gets to know the difference between chemical dyeing & herbal dyeing would definitely want to use the latter.”
Ms Sonal also candidly affirmed, “Aura Herbal Wear targets every body from the common man to the niche market. Any human who is thinking about what they are wearing & buying, and is aware about its impact on the environment and personal wellbeing is our target. We want to strongly replace chemical dyeing.”
This domestic manufacturing company has already started expanding its domain by linking ties with numerous national and international players. US based US Tenfold Organics has recently collaborated with the company promoting it as a textile brand.
Aura has also made plans to reach out to markets in France and Europe as also to come up with standalone retail outlets.
In an exclusive interview with Fibre2fashion Ms Sonal Baid, Director of Aura Herbal Wear disclosed the company's promotional strategy stating, “We are holding many exhibitions, workshops & conferences in India and abroad to create awareness as well as publicize the herbal dyeing.”
When asked about the suitability of the herbal garment in varying climatic conditions, Ms Sonal Baid explained that “The process is applicable to any natural fiber from cotton to silk and wool of any weight. So these fabrics can be worn in extreme climates. Being thoroughly natural, it allows the body to breathe which is necessary for any season,”
With respect to its demand in the international market, Ms Sonal further asserted, “Organic textiles are becoming very popular in the international market but since organic textiles were generally dyed in low impact chemical dyes, it was usually less preferred. The only alternative to capture the market is to be truly organic by using herbal dyes on organic textiles. This fact is being gradually realized in the international market. Any body who gets to know the difference between chemical dyeing & herbal dyeing would definitely want to use the latter.”
Ms Sonal also candidly affirmed, “Aura Herbal Wear targets every body from the common man to the niche market. Any human who is thinking about what they are wearing & buying, and is aware about its impact on the environment and personal wellbeing is our target. We want to strongly replace chemical dyeing.”
Fibre2fashion, News Desk - India
Popular News
Leave your Comments
Editor’s Pick
Apparel/Garments
Apr 28, 2024
2 min read
Retail
Apr 28, 2024
2 min read
Apparel/Garments
Apr 28, 2024
2 min read
Esteemed Clients
-Ltd..jpg?tr=w-120,h-60,c-at_max,cm-pad_resize,bg-ffffff "Thermore (Far East) Ltd.")
.jpg?tr=w-120,h-60,c-at_max,cm-pad_resize,bg-ffffff "Telangana State Industrial Infrastructure Corporation Limited (TSllC Ltd)")
.jpg?tr=w-120,h-60,c-at_max,cm-pad_resize,bg-ffffff "Taiwan Textile Federation (TTF)")
