The Hindu : Business : Fashion wears made from natural fibre

Online edition of India's National Newspaper
Saturday, Sep 23, 2006
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Fashion wears made from natural fibre

Staff Reporter

KOCHI: Kerala is a favourable destination for garment manufacturers and distributors, said N. Jeychandar, vice-president, Operations, Lakshmi Mills Company Limited, Coimbatore.

The presence of sizeable NRI population in Kerala offered good scope for marketing fashion wears in the State, he said. He was speaking to reporters after launching the `Tyche Life' brand of casual wear marketed by the company here on Wednesday.

The market in Kerala responded positively to fashions in garment sector. Large chunk of the new genre of garments manufactured by various companies reached customers in Kerala, he said.

The new brand was launched in Hyderabad a few days ago. It would be launched in Chennai soon. The product would be distributed through about 800 outlets in the country. There would be 100 retailers in Kerala.

He said the product was made from 100 per cent natural fibre called Modal produced from beech wood in Austria. The fibre retains up to 50 per cent more moisture than cotton and hence comfortable to wear. Its supple texture, soft look and brilliant silky sheen make it particularly attractive for top quality fashions, he said. He claimed that the colours would remain brilliant and strong even after washing many times. He said the product would be unique as the company is the sole licensed importer of the fibre in India.

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