Feb 22, 2018 | By Samuel Trotman
Get more Denim insights as a WGSN subscriber
Two of India’s largest textile conglomerates, Birla and Arvind, have partnered to create an innovative denim product – the Excel Denim.
As part of a strategy of innovative denim products, Arvind Ltd. tied up with Birla Cellulose to exclusively produce Excel Denim fabric. “Focused on Women’s jeans, the Excel Denim fabric has already been commercialized internationally, earning a business of $ 10 million,” said Aamir Akhtar, chief executive officer – Arvind Denims. Both the companies worked together for over two and a half years to bring out the finished product.
Excel Denim, with its exceptional qualities, such as use of sustainable natural fibers, excellent luster and soft touch, has already been adopted by top brands in Europe and the U.S. While Birla Cellulose focused its efforts on R&D to create the Excel fiber 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.
As part of the product’s India launch, the Arvind-Birla collaboration showcased the exclusive Excel Denim’s collection, designed by internationally acclaimed designer Rajesh Pratap Singh, last Friday.
Below is a small video of the chat that Denim and Jeans had with Mr. Puneet Lalbhai and Mr. Aamir Akhtar, where they describe the various aspects of this product.
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.