Birla Cellulose widens global outreach; opens studio in NY

To provide instant service of sampling, and to drive co-creation programmes with global brands in the US, Aditya Birla Group’s Birla Cellulose has launched its premier international design studio in New York. The studio will display a range of over 300 varieties of fabrics. It will also display 74 shades of dope dyed spunshades fibres from Birla Cellulose.

The fabrics created by Birla Cellulose’s value chain partners in India will display the best of innovations done on modal, viscose and spunshades, apart from the core fabric collection.

The design studio will offer a one stop solution for brands in the US 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.

“It is a historic moment for all of us at Birla Cellulose as we embark on this new journey,” said Rajeev Gopal, chief marketing officer of Grasim Industries Limited, a flagship company of Aditya Birla Group, at the opening ceremony.

“Birla Cellulose is here to create 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,” said Gopal.

He also formally launched the SS19 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 SS19 fabric range. With this launch, Birla Cellulose has made its seasonal collection accessible for global markets.

Birla Cellulose, the Pulp and Fiber business of the Aditya Birla Group, is the global leader in viscose staple fibre (VSF) which has touched lives across continents. Birla Cellulose fibres are of 100 per cent natural origin, highly absorbent, have soft feel, and are completely biodegradable. Birla Cellulose has manufacturing in 6 countries and it sells in over 65.