Now,world8217;s softest jeans made in India?

Arvind Mills has entered into an exclusive tie-up with Birla Cellulose,an Aditya Birla Group firm.

Arvind Mills has entered into an exclusive tie-up with Birla Cellulose,an Aditya Birla Group firm,to create the world8217;s softest denim fabric for women,marking the textile major8217;s foray into the women8217;s wear segment.

The fabric,8217;Excel Denims8217;,would be manufactured in Arvind Group8217;s production facility in Ahmedabad,which has a capacity of 120 million metres of fabric per annum.

While Birla Cellulose would be involved in the Ramp;D to create the fibre made of super refined wood pulp,Arvind would be manufacturing the fabric and selling them both in the domestic and international markets.

8220;This tie-up is a significant development and I believe this relationship will accelerate business for both organisations. Arvind is shifting gear to progress more in the value-added women8217;s segment with a product differentiator and Excel Denims has been a product that facilitates our plan,8221;

Arvind Denims CEO Aamir Akhtar told reporters here today.

Arvind,the world8217;s largest producer of denim,supplies fabric to players like Levi8217;s,Pepe,Energie,Diesel and Tommy Hilfiger,among others.

The new fabric has qualities like superior strength,lustre,bounce,softness and comfort,he said,adding the focus primarily will be the women8217;s wear market.

Arvind has invited designer Rajesh Pratap Singh to design an exclusive collection of Excel Denims.

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Arvind Denims,with a revenue of USD 320 million,enjoys a 12 per cent market share in the 400-million metres of denim market globally and is growing at a CAGR of 15 per cent Year-on-Year.

8220;This relationship is the beginning of two textile giants coming together to present to the world,an innovative fabric in the form of Excel Denims,8221; said Aditya Birla Group8217;s Business Director,Pulp amp; Fibre Business,K K Maheshwari.

8220;Birla Cellulose is a world leader in cellulose fibre with 21 per cent of global market share and is increasingly foraying into speciality fibres like Excel. Arvind is a world leader in denim and we are confident that we have all the right elements to capture the market and leverage the best out of this tie-up,8221; Maheshwari added.