Arvind ties up with Birla Cellulose for excel denim

As part of its strategy of innovative denim products, Arvind Ltd. has tied up with Birla Cellulose to exclusively produce excel denim fabric. Two of India's largest textile conglomerates, Birla and Arvind will be working on excel denim fibre and fabric, respectively.

Focused on women's jeans, the excel denim fabric has already been commercialised internationally, earning a business of $ 10 million ( Rs 45 crore approx.)," said Aamir Akhtar, chief executive officer - Arvind Denims. What's more, the company expects excel denim to do a $ 50 million (Rs 2,200 crore approx.) business in next two years.

"Excel Denim with its exceptional qualities such as use of natural use of sustainable natural fibers, excellent luster and soft touch has already been adopted by top brands in Europe and US. Arvind is shifting gear to progress more in the value added women's segment with a product differentiator and excel denim has been a product that facilitates our plan. I believe this relationship (with Birla Cellulose) will accelerate business for both the organisations," said Akhtar.

While Birla Cellulose focused its efforts on R&D to create the excel fibre made of super refined wood pulp, Arvind put to work its denim expertise in creating a lustrous fabric. Seen as a trendsetter in the industry, the fabric has qualities like superior strength, luster, bounce, softness and comfort.

Meanwhile, talking about the tie-up, KK Maheshwari, business director, pulp and fiber business, Aditya Birla Group said, "As a world leader in cellulose fibers, Birla Cellulose is always seeking avenues to provide end consumers and value chain partners with innovative products. The collaboration with Arvind is an important step in this direction which will take our third generation fiber in the denim category, Birla Excel, to consumers across the globe."

The Arvind-Birla tie up will also unveil in Bangalore an exclusive collection Excel Denims, designed by internationally acclaimed designer Rajesh Pratap Singh today.