Press Report

16 Jan 2018

Birla Cellulose eyes speed to market with NY design studio

Michelle Russell

Birla Cellulose, the pulp and fibre business of Indian textile conglomerate Aditya Birla Group, has opened an international design studio in New York that will display over 300 of the group's fabrics and help speed the sampling process.

On show will be its best innovations in viscose, modal and dope dyed Spunshades fibres, as well as its core fabric collection.

The aim is for the new studio to be actively involved in providing supply chain support from India, technical support to fabric manufacturers, as well as providing fabric swatches and yardages for making prototype samples. Birla Cellulose says this will be a step towards reducing lead times by a week, saving time that otherwise gets lost in communication and transition of samples.

Rajeev Gopal, chief marketing officer of Grasim Industries Limited, a flagship company of Aditya Birla Group, says the design studio will offer a one-stop-solution for brands in the US. "Birla Cellulose is here to create awareness to 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 reinforcing the group's philosophy of constant innovation to suit changing consumer needs."

The studio has launched to coincide with the timing of the fashion industry's spring markets, providing a platform to formally launch the company's spring/summer 2019 fabric collection featuring viscose, modal, and spun dyed textiles.

Birla Cellulose is a leading producer of viscose staple fibre (VSF) and has successfully completed a Canopy style audit that confirms it is a low risk of sourcing wood from ancient and endangered forests or other controversial sources. Chain of Custody certification from the Forest Stewardship Council (FSC) is also available for its fibres, and the group's VSF manufacturing units are certified under the ISO 9001 quality management system and ISO 14001 environmental management system.

Grasim Industries has also been awarded the US Department of Agriculture (USDA) certified bio-based product label for Birla Excel, Birla Viscose, Birla Modal and Birla Spunshades.

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Dr. Pragnya Ram Group Executive President

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Aditya Birla Management Corporation Private Limited
Aditya Birla Centre
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