30 September 2006

Birla Cellulose, the fibre division of the Aditya Birla Group, has teamed up with the Royal Classic Group of Tirupur to produce a premium range of polos and tees under the Swiss Club brand name. The brand will initially be launched in Indian stores before being introduced globally.

Swiss Club products are made from Birla Modal, a new generation fibre from the cellulose fibre division of Grasim Industries Limited, the flagship company of the Aditya Birla Group. Grasim has earned prestigious awards for the wide range of technologies it has come up with and its innovative range of fibres.

The Royal Classic Group, a 100 per cent vertically integrated, Rs.225 crore textile company is well-known for its Classic Polo knits apparel brand of shirts, tees and trousers.

The Swiss Club collection is available in a wide range of vibrant colours, sizes and style with a starting tag of Rs 699. Its brilliant lustre and soft feel fulfill an age-old demand for a combination of looks with style and of aesthetics with performance.

The new brand was launched at a scintillating fashion show in the presence of leading retailers and dealers. Speaking on the occasion, Mr. Vijay Kaul, CMO, Birla Cellulose, said, "This is yet another initiative of Birla Cellulose to support the entire textile value chain. Through this co-branding program, Birla Modal fibre will be supplied to our promotional partners who have a cutting edge marketing focus, innovative mindset and technological capabilities. We look forward to more such initiatives with other leading brands to facilitate consumer experience of Birla Modal."

Birla Modal is a 100 per cent natural and eco-friendly, biodegradable fibre made from high quality wood pulp, a renewable natural resource. In addition to all the advantages of an engineered fibre, Birla Modal gives a natural, soft and bouncy feel which makes it truly pleasant to feel and comfortable to wear. Birla Modal fabrics have a natural brilliant sheen and high moisture absorption capacity. They remain fresh even after repeated washes.

Birla Modal has a very high dimensional stability. It blends beautifully with almost all textile fibres like cotton, wool, silk, synthetics and even spandex. It is therefore the chosen fibre for almost all applications like intimate apparel, bath linen, knitwear, shirting, trousering, dress material, floor covering, bed linen, furnishing and industrial yarns.