The Hindu Business Line : Grasim Ind eyeing Tirupur market for `Birla cellulose' fibre

THE Aditya Birla Group owned Grasim Industries (pulp and fibre business) has embarked on a market enlargement strategy for its new genre cellulose viscose fibres.

The company has targeted to achieve higher market penetration for the new generation viscose fibres being marketed under its new umbrella brand `Birla cellulose', which has replaced its hitherto known viscose logo `Birla viscose'.

The current focus is to achieve higher sales volume for three varieties of new fibre range being made available under the sub-brands of `Birla Modal', `Birla Viscose Plus' and `Birla Excel'.

In order to give exposure to these fibres, Grasim Industries has showcased the products made of these fibres, especially the `Birla Modal' in the Knit Fair now being held in Tirupur where the knitted garment manufacturers have started using the viscose fibre based yarn for knitted fabrics that go for high-end fashion garments.

As the largest manufacturer of viscose staple fibre in the world and with the addition of value-added products, the company has understood the importance of Tirupur as the key global knitwear supplying centre and the group is also working closely with leading knitwear exporters using the company' viscose fibre, according to a press release from Grasim Industries.

The repeat orders received by the knitwear exporters in Tirupur speaks volumes about the value additions brought about by `Birla Modal'. Few of the leading exporters have felt the need to leverage upon this remarkable fibre's niche status in the global market, not only to widen their product portfolio but also to enhance their realisation, the release added.

More Stories on : Strategy | Textiles | Tamil Nadu

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