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Reliance Industries Ltd's (RIL) recent technological innovation for its Only Vimal textile brand, DEO2 process technology has been granted a patent by the US government's United States Patent & Trademark Office.
The technology enables the fabric to resist the settlement of micro-organisms offering freedom from perspiration odour. In July 2015, the Indian government had granted a patent to the DEO2 technology, RIL stated in an official communique on Tuesday.
"The US patent award is a testimony to our thrust on the technological innovation. Our textile manufacturing processes are amongst the best technologically and innovative process available globally. At Reliance we emphasise on making cutting-edge concept design, processes and products research that provide benefits to the end customers," said Pradeep Bhandari, CEO (textiles business), RIL.
RIL's DEO2 fabric processing technology provides anti-microbial finish on fabric that arrests the growth of fungi and bacteria, thereby keeping the fabric clean and fresh. The technology works on 100 per cent wool, 100 per cent rayon, 100 per cent polyester, polyester/viscose, polyester/wool and other combination fabrics with an anti-microbial coating.
RIL sells both fabrics as well as apparel with DEO2 under Only Vimal brand. According to RIL, the Only Vimal fabrics are sold under DEO2 sub-brand and all apparels made out of DEO2 processed fabrics are labelled with detailing the concept and benefits of DEO2 fabric.
Given the Indian climate, RIL has focused on the domestic market as the warm and humid tropical environs cause perspiration, resulting in ideal conditions for growth of bacterial and fungi on clothes. These micro-organisms, apart from aiding infection, go on to generate a characteristic foul smell and cause discoloration of the fabrics.
With the unique offering, RIL has in recent times targeted the Only Vimal DEO2 fabrics and apparels primarily towards young working executives in the age group of 21-35 residing in SEC ABC, with a busy lifestyle with extensive daily commuting.
To grab the attention of its target audience, RIL has launched an advertising and promotional campaign for DEO2 based products this season, including a high-end TVC, supported by print advertising campaign as well as out of home (OOH) and digital medium.
Meanwhile, according to RIL, the DEO2 coating also provides protection from ill effects of ultraviolet rays emanated from sun rays.