Grasim Industries Ltd, a flagship company of Aditya Birla Group is to launch its second generation of natural fibre –'Birla modal'.
For this, Grasim is in dialogue with other companies for co-branding purpose.
It has nearly finished talks with some other companies, said Vijay Kaul, Chief Marketing Officer, Grasim (fibre division).
Speaking about the Birla modal, Kaul informed media that it could be used in clothing, apparels and made-ups (home textiles).
He also added that test marketing of product is in process, and the product will be introduced in the market as co-branded one.
Under the co-branding exercise, Birla cellulose, the fibre division of Grasim Industries has joined hands with thermal wear brand neva to introduce a range of inner wear, thermal wear and towels under the brand name 'Nevamod'.
Grasim will provide the fibre and, Neva will develop and market the products.
Company plans to launch the Nevamod brand in ten cities starting from Delhi, and it would be introduced in cities like Lucknow, Jaipur, Bangalore, Hyderabad, Surat and Pune, Neva garments Executive Director, Vishal Jain said.
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