In India, Birla Cellulose, the pulp and fiber business of the Aditya Birla Group, launched its premier international design studio in New York. Birla Cellulose produces Viscose Staple Fiber (VSF) which are of 100% natural origin, highly absorbent, have soft feel, and are completely biodegradable. In its quest to cater to the demand from the international market, Birla Cellulose has launched its design studio in New York fashion district. The design studio will display a range of over 300 varieties of fabrics. The fabrics created by the 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 USA in terms of fabric samples in Viscose, Modal and Spunshades. 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.