Birla Cellulose, a part of Indian conglomerate Aditya Birla Group’s Grasim Industries, has launched its premier international design studio in New York, USA. Grasim is India’s leading fibre manufacturer and the global leader in Viscose Staple Fibre (VSF), a man-made, biodegradable fibre with characteristics akin to cotton. The company offers an entire range of cellulosic fibre under Birla Cellulose.
Located at 7th Avenue in New York fashion district, the design studio will enable the company to cater to the demands of the international market. The studio will offer a one-stop solution for brands in the USA in terms of fabric samples in Viscose, Modal and Spunshade.
Apart from fabric display, the studio will be actively involved in supply chain support from India, technical support to fabric manufacturers, fabric swatch support, followed by yardages for making prototype samples. The active presence of the studio in New York will be a step towards reducing lead time for the buyers.
Speaking at the launch, Rajeev Gopal, Chief Marketing Officer of Grasim Industries Limited, said, “It is a historic moment for all of us at Birla Cellulose as we embark on this new journey. Birla Cellulose design studio will offer a one-stop solution for brands in the USA.”
Markedly, the design studio will showcase an assortment of over 300 varieties of fabrics created by the value chain partners in India, displaying the best of innovations done on Modal, Viscose and Spunshades, besides the core fabric collection. Additionally, it will also have a display of 74 shades of dope dyed Spunshades fibres from Birla Cellulose, itself.
As per Gopal, the move is aimed to build awareness for international buyers on possible partnerships towards a mutually profitable growth. “Birla Cellulose will exhibit innovations in fibres that work beautifully with the fashion sentiment, thus re-enforcing the group’s philosophy of constant innovation to suit changing consumer needs,” he added.
Further, he also officially launched the Spring/Summer 2019 fabric collection in viscose, modal, spun-dyed which would be beneficial to the fashion industry as January and February are the months wherein the Industry looks forward to new fabric range for the upcoming season.
Birla Cellulose has made its seasonal collection accessible to global markets, with this launch. The company already has manufacturing in six countries and sales in over 65.
