By: Seshadri Ramkumar, Texas Tech University, USA

 

-A collaborative endeavor has resulted in dyeing cotton with cotton.

 

Archroma has pioneered the concept of using natural wastes and byproducts to synthesize dyes to color textiles.

 

Bryan Dill from Archroma US, Inc, presented the “Earthcolors” technology at the recent international conference of the American Association of Textile Chemists and Colorists in Wilmington, NC.  Archroma has synthesized sulfur dyes from natural wastes such as almond shells, cotton gin wastes, plant byproducts and shoots of rosemary, etc.  This technology originally came out of Archroma’s unit in Spain.

 

Archroma collaborated with Cary-based Cotton Incorporated in using sulfur dyes derived from cotton waste and gin waste to color cotton denims.

 

Mike Tyndall, Vice President for Product Research at Cotton Incorporated stated that this endeavor expands the boundaries of agriculture and utilizes agricultural resources to make dyes that replace petroleum precursors.

 

Cotton denims dyed with cotton waste will be coming into the market soon. These products will be environmentally and skin friendly, according to Archroma.

 

 

Interesting feature is that consumers will be able to trace the entire supply chain from the origins of the dyes and the natural raw material used in the process.

 

 

A.T.E. Enterprises Private Limited and Savio India Limited organised “Customer Day” in Nagpur and Bhopal on April 5 and April 8 respectively, with a view to share with its customers on new developments inwinders and twisters.

 

 

Mr G V Aras, Director, A.T.E. Enterprises Pvt Ltd, welcomed the guests with a brief overview of A.T.E. and Savio tie-up followed by an introduction of Savio Group by Dr Franco Bonello, Managing Director, Savio India.

 

MrValter De Carli, Regional Sales Vice President, Savio, gave a detailed presentation about Savio’s market leadership in the global markets with special focus on the new generation automatic winder Eco PulsarS. The Eco-PulsarS by far is the best automatic winder available in the market today, packed with a number of novel features.  He explained the technical superiority of the machine that has revolutionized the concept of winding, with features such as its flexicycle, tension control system and controlled cut system for optimum productivity, suction on demand system for significant power saving.  The added features like smart backup station and bobbin stripper help in increasing the overall efficiency of the winder and in saving labour.

 

 

MrShrikantGajabi, Sales Director, Savio India, gave detailed information on its range of twisters. Savio twister “Sirius” and “Cosmos” are very popular in India due to its higher production rates at lower power consumption. Moreover, the machines are capable of running low twist yarns with ease. The Duo Pot twisters and the add-on item, Lycra flyer, for processing Lycra yarn on twister generated lot of interest amongst the audience.

 

 

The events at both locations saw an enthusiastic participation of more than 300 customers coming from far distances. Several delegates representing major mills like Raymond, Morarjee, Gimatex, Bhagirath, Peevee Textiles, Suryalakshami, Br. Wankhede, Indoworth, Finlays, Visaka Industries, Vardhman, Trident, Anant Spinning, Nahar Spinning, SEL Manufacturing, Oswal Woollen, Sagar Manufacturing, Bhaskar Industries, Wearit, New Bhopal Textile, Moenus, and Hind Spinners, among others, attended the event.

 

 

The question and answer session at the end of each event showed the keen interest of the participants in the Savio range of products.

 

 

The Ministry of Textiles today presented a curtain raiser to ‘Textiles India 2017’ – positioned as the first ever global B2B Textile and handicrafts event in India, at the Crafts Museum in the national capital today. The event was hosted by the Ministry of Textiles, Government of India, under the leadership of the Union Textiles Minister, Smt. Smriti Zubin Irani and Minister of State, Shri Ajay Tamta. Secretary, Textiles, Smt. Rashmi Verma and other senior officials too were present on the occasion. The event witnessed an inspiring experience of the major strands of the textile story of India, as represented by the leading crafts persons and fashion designers of the country. The presentation was a celebration of the textiles and handicrafts of India, bringing to the fore the inspiring vision of the Hon'ble Prime Minister Shri Narendra Modi – “From Farm to Fibre, Fibre to Factory, Factory to Fashion, Fashion to Foreign.”
 
The designers with Hon Minister of Textiles @smritiirani at #TI17CurtainRaiser of #TextilesIndia2017 pic.twitter.com/oLF4UvckX5— Textiles India (@TextilesIndia17) April 18, 2017
 
 
The evening saw the presence of political dignitaries, ambassadors of textile partner countries, industrialists, industry associations, leading fashion and media houses, including Dr. Arvind Panagariya, Vice Chairman, NITI Aayog; H.E. Lorenzo Angeloni, Ambassador of Italy; H.E. Mrs. Chitraganee Wagiswara; H.E. Ms Melba Pria, Ambassador, Mexico; H.E. Mr. Dalton Sembering, Ambassador, Indonesia; H.E. Mr. Cho Hyun, Ambassador, South Korea; Ms. Shobhana Bhartia, Hindustan Times; Mr. Arun Poorie, Chairman & Editor-in-Chief, India Today; Mr. Muzaffar Ali, and Mr. Tarun Tahiliani.
 
 
Speaking on the occasion, the Union Textiles Minister Smt. Smriti Zubin Irani said that the spectrum of Indian textiles is extremely diverse and its history is world-renowned. Smt. Irani said that Textiles India 2017 holds the promise of becoming a landmark annual trade event for the Indian textiles and apparel industry at the global level. With this curtain raiser, she said the Ministry is celebrating the significant achievements of India's textile industry and the enormous promise of spectacular growth over the next few years. She applauded the community which manufactures the diverse fabrics, apparel and textiles in the country and creates handcrafted brilliance for the world to experience.
 
Pleased to announce 'Textiles India 2017' - Biggest Textiles Event in the history of India at Mahatma Mandir, Gujarat on June 30 & July 1-2. pic.twitter.com/pM0GEptbys — Smriti Z Irani (@smritiirani) April 18, 2017
 
 
The Crafts Village was vibrant with unique exhibits celebrating the diverse crafts and textiles of India and the skills of the weavers and craftsmen from across the country, who were especially invited to be a part of this evening. The artisans presented live demonstrations showcasing the potential of the products for international markets. The international delegates that attended were extremely appreciative of the attention to detail and incredible hand-work of these artisans. The different mediums and the award-winning artisans are as below:
 
 
Carpet Weaving
Mr.  Fakre Alam (Mirzapur)
White Metal work (Chitai)
Mr. Mohd. Yusuf (National Awardee)
Mr. Farooq Khan (National Awardee)
Barmer Embroidery
Mr. Makhna Ram
Wood Inlay
Mr. Firoz Khan (National Awardee)
Mr. Kamal Matharu (National Awardee)
Crewel Embroidery
Mr. Noor Mohd. Bhat, SRINAGAR
                           (National Awardee)
 
 
A representation of artisans, weavers, emerging & established designers from across the country celebrated the special preview to Textiles India 2017. The fashion designers and craftsmen showcased the strength of the Indian textiles sector in Cotton, Silk, Wool, Woven & hand-printed, Embroidered as well as Modern & Futuristic textiles.
 
 
The textile story was narrated through the works of Abraham & Thakore, Anita Dongre, Anuj Bhutani, Anuradha Pegu, Amit Aggarwal, Chaman Premji, Good Earth, Hemant Agarwal, Kaleekal, Masaba Gupta, Madhu Jain, Manish Arora, Manish Malhotra, Rajesh Pratap Singh, Rahul Misra, Ritu Kumar, Rimzim Dadu, Rohit Bal, Sanjay Garg, Sabyasachi, Samant Chauhan, Shades of India – Mandeep Nagi, Sunita Shankar, Suket Dhir, Wendell Rodricks & Tarun Tahiliani.
 
 
Textiles India 2017 is a landmark global trade event for the Indian Textile and handicraft Sector that will showcase the entire range of textile products from ‘Fibre to Fashion’ and will be inaugurated by the Hon”ble Prime minister, Shri Narendra Modi. The aim is to make it one of the key annual destinations for International Buyers. Textiles India 2017 is scheduled to be held at Mahatma Mandir in Gandhinagar from June 30 to July 2, 2017. 
 
 
Largest Textiles event in the country - @TextilesIndia17 will be inaugurated by PM @narendramodi ji on June 30 in  Gujarat #TextilesIndia2017 pic.twitter.com/i35hzsVMOw — Smriti Z Irani (@smritiirani) April 18, 2017
 
 
It shall have more than thousand stalls and will witness the presence of over 2500 discerning International buyers, agents, designers, retail chains from across the world, and 15000 domestic buyers. The three day event will include global conference on the last day with six themes, to be chaired by concerned Union ministers and the Valedictory session presided over by the Union Finance Minister. Over 33 round-tables will be held on issues of concern for the various segments of textiles and handicrafts on the second day i.e., 1st July, with prominent international speakers & industry leaders.
 
 
For more details visit : http://www.textilesindia2017.com 

 

 

 

 at Ajrakhpur, Bhuj (Gujarat) on 18th March 2017

 

The 150 KLD CETP project has been assigned to NITRA for implementation by Ministry of Textiles through Handicrafts Mega Cluster Mission (HMCM). NITRA designed a modern treatment scheme integrated with water reclamation for the CETP. The project includes 6 months post-commissioning hand-holding support to be provided by NITRA. The Brief outline/benefits of the project are:

 

·             Capacity enhancement: effluent treatment capacity for the block printing cluster in Ajrakhpur will increase from present level of 50 KLD to 200 KLD

·             Environment protection: will restrict open discharge of effluent - curtail environmental hazards 

·             Ground water saving : use of lesser water as treated water is recyclable for use in washing & other operations

·             Energy conservation : reduction in ground water lifting through pumping

·             Investment opportunity : increase in cluster production / more units to set up in the area - attract investment & buyers

·             Financial and economical gain : increase in turnover, creation of employment opportunities & overall business growth

 

 

 

 

The EDPMS ( Export Data Processing and Monitoring system ) which has been introduced by RBI to monitor payments against Export Bills requires all banks to report in this  system details of the export proceeds realization pertaining to the shipping bills filed after February 28, 2014.

 

A large number of textiles exporters have pointed out that that many of the banks  have not completed the EDPMS updation of the  shipping bills , said Shri Ujwal Lahoti, Chairman of The Cotton Textiles Export Promotion Council ( TEXPROCIL) . 

 

As an interim relief  , RBI has granted temporary exemption  upto April 20, 2017 to exporters whose IEC were appearing in the caution list in the EDPMS and whose outstanding shipping bills ( in value terms ) was less than 30% of the total value of shipping bills for the period from March 1, 2014 to March 1, 2016.  After April 20, 2017 , based on the latest position of outstanding export receivables , exporter’s name may appear in the caution list on EDPMS.

 

Shri Ujwal Lahoti pointed out that since there are  many shipping bills against which payments have already been realized and the E-BRCs have been issued by the concerned banks ,  but the EDPMS are yet to be updated by the banks , it is likely that many of the textiles exporters will find their names appearing in the caution list  after deadline of April 20, 2017 for no fault on their part.  TEXPROCIL has taken up this matter with RBI and we hope some decision will be taken in the matter at the earliest as other wise , it may have an adverse impact on textiles exports, said Shri Lahoti. 

 

RBI should advise all the banks to update the Shipping bills on the EDPMS and take a confirmation from them to this effect before putting the exporters in the caution list , according to the Chairman, TEXPROCIL .

 

Shri Ujwal Lahoti urged RBI to extend the last date of April 20, 2017 by another three months so that the banks can complete the updation process on the EDPMS and exporters are not put into unnecessary inconvenience .

 

 

 

 

 

·         GNFC was chosen the winner from among 313 applicants

·         Award recognizes GNFC’s successful efforts in transforming its township into a modern, digital and cashless township, for generating economic value addition and social development.

 

 Gujarat Narmada Valley Fertilizers & Chemicals Ltd (GNFC) won the prestigious Golden Peacock Award in the category of Innovative Product/Service for pioneering a cashless township transformation model. Cashless Township Innovation was conceived and implemented following the clarion call of Hon’ble Prime Minister of India to transition to a cashless society. The award recognizes the company’s contribution to innovative frameworks that will be the key for business success in the new millennium. The award was conferred upon cashless township innovation, as it enables corporations with integrated townships to succeed by adapting swiftly in the digital era. This innovation was powered by technology, in line with the changing demographics of the economy, and the growing need for transparent and secure financial transactions.

 

GNFC emerged as the first fertilizer company in India to transition to cashless economy successfully. Company’s township in Bharuch, Gujarat became the first 100% cashless township of India. Business and township rapidly transited to cashless in manner of implementation and management, which is a classic example of capturing value in a new way through steady transformation. It followed three precise and concise steps that began with trainings and digital literacy campaigns far and wide, followed by building and adapting infrastructure, and concluded with cross functional task force deployed for implementation, outreach and support. Knowledge sharing and cross silo functioning of GNFC township and (n) Code, GNFC’s IT wing optimized results.

 

The Golden Peacock Awards, has been established by the Institute of Directors (IOD) in India in 1991. They are now widely acknowledged as a benchmark of Corporate Excellence worldwide. The award seeks to develop a healthy ecosystem of sustainable business practices, raise the overall standards of developing and implementing transformative business models, and to recognise the achievements of the best performing organisations.

 

GNFC won from among 313 applicants for Golden Peacock Global Award for Innovative Product/Service. Applicants included SMEs, Public, Private and Government Enterprises for the year 2017. After a rigorous 3 level procedure of shortlisting and selection by independent assessors comprising experts in the field, GNFC’s cashless township was selected by the Grand Jury as a model to be emulated. The Awards Jury functioned under the Chairmanship of Justice Dr. Arijit Pasayat, former Judge, Supreme Court of India.

 

Dr. Rajiv Kumar Gupta (IAS), Managing Director, GNFC is awarded the prestigious Golden Peacock Innovation Award in Product/Services category for initiative of Cashless Townships today at a glittering ceremony at 27th World Congress at Dubai Global Convention on 19th April 2017. The Award has been presented by His Highness Sheikh Nahyan bin Mubarak Al Nahyan, Hon’ble Cabinet Member & Minister of Culture & Knowledge Development, UAE in august presence of His Highness Sheikh Ahmed bin Saeed Al Maktoum, President Dubai Civil Aviation Authority Chairman and Chief Executive Officer, The Emirates Airline and Group Chairman of Dubai World.  

 

The event was attended by distinguished leaders from across sectors, as part of the 27th World Congress on Business Excellence & Innovation. Rt. Hon'ble Baroness Verma of Leicester, Chairperson, European External Affairs Committee and the former Minister of Energy & Climate Change and International Development, UK, H. E. Mohammed Sharaf, Assistant Foreign Minister for Economic & Trade Affairs, Ministry of Foreign Affairs & International Cooperation, UAE, His Excellency Navdeep Singh Suri, IFS, Ambassador of India to United Arab Emirates, were among the plethora of eminent personalities present for the conference.

 

 

Under the auspice of NITI Aayog, the apex planning body of India chaired by Hon’ble Prime Minister, GNFC’s cashless township model has been implemented in 81 integrated townships across 12 states. On 14th April, Hon’ble Prime Minister of India, Shri Narendra Modi launched these townships in a grand ceremony in Nagpur, and expressed hope that in the near future many more townships will become cashless.

 

GKD presents the latest process belt developments at the Techtextil trade fair



With ever more fields of application and the exponentially growing rate at which conventional materials are replaced, the demand for technical textiles continues to surge. Alongside the need for high-tech products, the challenges relating to productivity and cost-effectiveness in manufacturing are also increasing. At Techtextil, the world's leading trade fair for technical textiles and nonwovens, GKD - GEBR. KUFFERATH AG presents innovative process belt solutions for optimizing these sophisticated manufacturing processes. Highly efficient woven dryer belts with non-stick coating take center stage at GKD's trade fair display in Frankfurt from May 9 to 12. A particular eye-catcher at the stand of the world's leading technical weavers is the model of a double-belt dryer with upper and lower belt. The second focus of the exhibition is the newly developed CONDUCTIVE® 7690 forming belt for the production of spunbond nonwovens, which is already helping renowned reference customers achieve a significant increase in overall process efficiency. Spiral fabrics manufactured in-house round off the range of pioneering process belt solutions for nonwoven manufacturing.



As a solutions partner, GKD regularly sets new standards with process belts developed for specific applications and leading seam technology. This is founded on the company's consulting and engineering expertise acquired over the course of decades, which allows it to convert process practice and technology into customized product developments for the nonwovens industry. With fast response times and 24/7 service all over the world, the technological leader has proven to be a reliable partner even in emergencies. Seams that are thermally joined on site by GKD service engineers guarantee non-marking belt joints for drying sensitive products. This is why the process belt experts will not only present the latest products for sophisticated manufacturing processes at Techtextil, but will also be a sought-after partner for discussing new challenges or process optimization measures.



Coated belts for the bonding and drying of nonwovens
Dryer belts from GKD enjoy an excellent reputation due to their high lateral stability, optimum flatness, excellent running properties, proven robustness and non-marking pin seams. These characteristics are tried and tested all over the world and optimize the efficiency of demanding thermobonding processes in single- and double-belt dryers. Woven from metal, plastic or a combination of the two, they provide the process reliability needed for a high level of productivity. With coated belt types developed for drying nonwovens, GKD is now responding to the increased challenges when processing products that are difficult to remove. The glass hybrid mesh presented at Techtextil is both lightweight and laterally stable thanks to a glass wire in the warp direction. Moreover, its high-quality PFA coating minimizes both adhesion and soiling and makes otherwise unavoidable and costly cleaning processes a thing of the past - even for highly adhesive products. The innovative mesh structure for use in single- or double-belt dryers can be magnetic or non-magnetic depending on the respective application.



More grip and ease of cleaning for spunlaid nonwoven forming
Processes can also be improved significantly by using the innovative CONDUCTIVE® 7690 forming belt. Here, special monofilaments reliably dissipate any electrostatic charge that builds up during the process. The coarse belt structure in the running direction impresses through its high traction and homogeneous web formation in the laydown zone. The grip provided by this mesh structure renders prior grinding unnecessary when changing belts, meaning that production speed can be reached again very quickly. The innovative belt type also ensures that the nonwoven can be removed from the belt in an optimal manner. Moreover, renowned nonwoven manufacturers value the outstanding cleaning properties of the CONDUCTIVE® 7690. Dirt simply peels off or can be removed effortlessly.



Extra process reliability in high-speed applications
The process belt expert offers belt types made of metal or plastic for high-speed applications in the production of hygiene nonwovens. At Techtextil, GKD will unveil a mesh structure featuring plastic wires with a break-proof granite coating, which can safely dissipate electrostatic charges in fast-moving processes. Thanks to their self-regulating running properties, highly flexible V-crimp type belts enable fault-free production even at high process speeds. Their specific structure consisting of metal with wires made of special plastic in the running direction is ideal for small bending radii and a high application of force. Self-tracking, stainless steel V-crimp type belts successfully demonstrate their robust performance in washing and bleaching processes for fibers and textiles. These conveyor belts are resistant to aggressive lyes and boast impressive process reliability even when the bearing weight is uneven.



Spiral fabrics round off the product portfolio
Spiral fabrics that are completely manufactured in-house are a new addition to the GKD product portfolio. From now on, customers that need this belt type can also benefit from the comprehensive expertise of the process belt specialists. Alongside their pioneering product innovations, experience shows that it is the proven consulting and development expertise of the GKD engineers that is particularly in demand among the visitors of Techtextil.



Visit GKD - GEBR. KUFFERATH AG
at Techtextil in Frankfurt
May 9 - 12, 2017
Hall 3.1, stand D79




GKD - GEBR. KUFFERATH AG
The owner-run technical weaver GKD - GEBR. KUFFERATH AG is the global market leader for metal and plastic woven solutions as well as transparent media facades. Under the umbrella of GKD the company combines four independent business units: Industrial meshes, Process belt meshes, Architectural meshes and Transparent media façades. With its six plants - including the headquarters in Germany and other facilities in the US, South Africa, China, India and Chile - as well as its branches in France, Great Britain, Spain, Dubai, Qatar and worldwide representatives, GKD is never far from its customers. 

 

  • Rupee hardened by 6% while currencies in competing countries depreciating.
  • Industry already reeling under higher input costs due to rise in cotton prices

 

 

 

The Indian apparel industry has been duly recognized as the largest employment generator, specially for the marginalized, unskilled and women in the country, providing jobs to 10.5 crore persons, directly and indirectly. Each Rs.100 crores of apparel production generates Rs.30 crores of labour income.

 

 The industry was very hopeful after the Special package offered to it in June 2016, where significant financial and investment incentives were offered, besides critical labour flexibilities, with the aim to generate 100.3 lakhs additional jobs and USD 30.04 bn additional exports. Despite Govt.’s intentions and support to the industry, exports are hardly picking up. The primary reason is strong rupee and depreciation of currencies of our competing countries like China, Bangladesh and Vietnam.

 

 The following chart will indicate behavior of rupee which is not in sync with path adopted by our competitors :

 

Country

Currency

Depreciation

Period

China

Yuan

13%

Last 12/18 months

Bangladesh

Taka

6%

Last 12/18 months

Vietnam

Dong

7%

Last 12/18 months

India

Rupee

-5.80%

Last 3/5 months

               

Chinese Yuan got depreciated by 13%, Bangladesh Taka by 6% and Vietnam Dong by 7% whereas India’s Rupee got hardened by almost 6% over the last 3-5 months. China got highest FDI during this period and still they resorted to depreciate Chinese Yuan just to protect their exports and employment. Other countries started taking recourse to depreciating their respective currencies during the last one- and- a- half year whereas Indian Rupee got appreciated, against the prevailing trend.

 

“The growing cotton prices and rupee appreciation is not only going to nullify the intended impact of the package, but also weaken India’s position against our competitors, if left unchecked”, warned Mr Ashok Rajani, Chairman AEPC.  Cotton prices have increased by 24.7 per cent on an average, across all categories in the last one year. In fact some categories have seen hike of up to 35%.

 

 “Exporters are not able to book orders due to over-valued rupee as apparel exports are highly price – sensitive. According to RBI REER, rupee was over-valued by 18% in Feb 2017 and now it is almost 20% It calls for a carefully considered strategy and more pragmatic approach to arrest the rise of Rupee in overall interest of export endeavour and boosting employment in our country. Also, I request Govt to fast track the roll out of the Special package with full reimbursements of the ROSL claims and implementation of the  optional PF provision provided in the Package.”, said Mr Rajani.

 

 About Apparel Export Promotion Council (AEPC)

Incorporated in 1978, AEPC is the official body of apparel exporters in India that provides invaluable assistance to Indian exporters as well as importers/ international buyers who choose India as their preferred sourcing destination for garments. In recent years AEPC has worked tirelessly in integrating the entire industry - starting at the grass root level of training the workforce and supplying a steady stream of man power to the industry; identifying the best countries to source machinery and other infrastructure and brokering several path breaking deals for its members and finally helping exporters to showcase their best at home fairs as well as be highly visible at international fairs the world over. With AEPC's expertise and all the advantages that India has, it makes for a truly win-win situation - Indian exporters grow stronger each year in their achievements, skills and proficiency, while international buyers get superior solutions for their garment imports.

 

 

Web site: http://www.aepcindia.com/

 

 

Please note that the following new office bearers have been appointed by the ISA with effect from 1st April, 2017.

 

The nomination was made in its (ISA) meeting held on 17th February, 2017.

 

(1). Shri. Rakesh Mehra, President.

 

Business Address:-

Vice Chairman,

Banswara Syntex Ltd.,

5th Floor, GopalBhawan,199, Princess Street, Mumbai- 400002.

Tel: 022-66336571-76

Mobile No.: 9821031344

Email: This email address is being protected from spambots. You need JavaScript enabled to view it.

 

 

(2). Shri. Vikas Ladia, Vice-President.

 

Business Address:-

Managing Director,

Shree Rajasthan Syntex Ltd.,

Simalwara Road, Dungarpur-314001.

 

Mumbai Address:-

439, Kalbadevi Road, Mumbai – 400 002.

Tel : 022-22051018

Mobile No.: 09352506610

Email : This email address is being protected from spambots. You need JavaScript enabled to view it.

 

            

 

A luxuriously soft fabric from Birla Cellulose

 

Brand Ambassador Kangana Ranuat walks the ramp

 

LIVA Crème, the new age fabric from the Aditya Birla Group, was launched today by Mr. Kumar Mangalam Birla, Chairman, Aditya Birla Group.  Speaking on the occasion Mr. Birla stated,

 

 

“I recount that when we set out on this journey, our vision was to create value for the entire value chain of viscose based fabrics.  I am so pleased to say that the ecosystem of our LAPF partners has resulted in also placing India on the global map.  We are now a preferred sourcing destination of viscose based products. This is truly in the spirit of the ‘Make in India’ initiative of our honourable Prime Minister”.

 

“One of the finest examples of customer centricity within the Group has been our VSF business. From being just product focused, the business has moved superbly to “providing solutions” to customers by working seamlessly with the value chain. LIVA’s end-to-end ecosystem of a high quality product, continuous innovation, the LAPF network and aspiration created by communication and brand engagement is a great case study in consumer focus.” added Mr. Birla.

 

Mr. Birla introduced the next innovation - Liva Crème fabric.  Embedded in it is the core promise of Liva.  Coupled with it are the enhanced features of luxurious fineness and softness.  In spawning Liva Crème, he, complimented the LAPF partners who he said have embellished the product with their experience and expertise.  

 

The event was launched amidst a lot of fanfare and glitterati with Bollywood actress and Liva Crème brand ambassador Kangana Ranaut walking the ramp. Liva Crème fabric – a new variant of Liva fabric – offers consumers the luxurious soft feel which is fluid and natural.

 

The fashion show had modeled exclusive Spring Summer ’17 collections of Allen Solly, Van Heusen Shoppers Stop, Biba and Pantaloons made in Liva Crème fabric.

 

The Liva tagged garments will be available across premium brands like Allen Solly, Van Heusen, Shoppers Stop, Biba, Pantaloons and Lifestyle among others. Renowned designers namely Nikhil Thampi, Shivan-Naresh and Ka-Sha have created collections for Allen Solly, Van Heusen and Shoppers Stop respectively. Focus markets for Liva Crème will be Delhi, Mumbai and Bangalore. Garments made of LIVA Crème can be identified with the gold and cream coloured tag at the stores.

 

It is always our endeavor to offer something new to our customer. Liva Crème fabric has all the attributes of Liva fabric while offering the added benefit of luxurious soft feel. The fabric has found tremendous response from women consumers, as per a research conducted in Mumbai and Delhi. The proposition of luxurious softness has been crafted basis their feedback”, said Mr. Dilip Gaur, Business Director -Pulp & Fibre

 

“Overall, the designer associations with leading brands to create exquisite Liva Crème collections, a stunning campaign with Kangana Ranaut and premium point of sale communication will all work towards positioning Liva Crème as a premium brand in the minds of consumers,”  added Mr. Rajeev Gopal, CMO – Birla Cellulose.

 

While designers have loved the fabric, each designer has interpreted Liva Crème fabric in their own creative way. 

 

“Liva Crème fabric is very light, very airy and breathable. It has a fluid nature with a  luxurious soft feel. With Liva Crème it’s very easy to be comfortable and we believe in making clothes which are comfortable. It was really interesting collaboration and was fun to work with the team”, said Karishma Shahani Khan (Ka-Sha) who has used Liva Crème for her exclusive collection at Shoppers Stop.

 

“It was a great experience designing the collection with Liva Crème fabric. It is a nature based fabric that is exquisite. It has an effortless drape and has a unique luxurious feel. We let the fabric give a design direction to us. Liva Crème was a great starting point to the collection. The fabric blend very effortlessly with the design”, said the designer duo - Shivan and Naresh with respect to their exclusive Liva Crème collection for Van Heusen.

 

“Liva Crème is a nature based fabric which has a great balance of fluidity and luxurious softness. The fabric is fluid and premium. Liva Crème fabric was a complete dream to work with. The whole collaboration came together really well. I got to create some great designs for Allen Solly with  Liva Crème. The mirage of all three brands coming together is a dream come true and I hope you all like the collection”, said the enthusiastic Nikhil Thampi for his collection for Allen Solly with Liva Crème.   

 

Brands who have partnered with Liva Crème are equally excited about this association.

 

“Our association with Liva Crème team has been very encouraging for our brands Haute Curry and Kashish . The entire Liva Crème  team has been an integral part of our product development journey. Our association from R&D to designer collaboration have been very encouraging.  A wide range of products has been showcased with detail adaptation. Support and training for our front end Customer Care Associates has been facilitated making this an end-to-end successful project. Garments made with Liva Crème fabrics are also showing good sales conversion.  Liva Crème is a promising fabric and we look forward to a long term partnership and innovation from the Liva team”, said Shilpa Gulatee R. (Head Private Brands at ShoppersStop).

 

 

About Birla Cellulose

 

Birla Cellulose represents the Pulp and Fiber business of the Aditya Birla Group. Birla Cellulose  pioneered the Viscose Staple Fibre (VSF) in India. Birla Cellulose fibers are of 100% natural origin, highly absorbent, have an good fall and feel, and are completely biodegradable.  As an extremely versatile and easily bendable fibre, VSF is widely used in apparels, home textiles, dress material, knitted wear and non-woven applications. Birla Celluose commands a major world market share in the Manmade Cellulose fiber domain.

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