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Jaya Shree Textiles opens Linen Club showroom

— Photo: S. S. Kumar

PREMIUM BRAND: Bollywood film actor Kabir Bedi (right), with S. Krishnamoorthy, President,

CHENNAI: Linen Club, the premium brand from Jaya Shree Textiles, a unit of Aditya Birla Nuvo, plans to have 100 exclusive showrooms in two years to meet the surging demand for linen, according to S. Krishnamoorthy, President, Textile Division, Aditya Birla group.

Mr. Krishnamoorthy was here in connection with the inauguration of the company's first exclusive showroom in Chennai by Bollywood film actor Kabir Bedi on Saturday. He said Linen Club was offering pure linen to exotic linen blends, printed and embroidered linen fabrics suitable for wardrobes of men, women and kids.

Mr. Krishnamoorthy said linen was the most comfortable fabric made up of flax fibre imported from France and Belgium.

The Chennai showroom was the 35 {+t} {+h} outlet. One more showroom would be opened in Bangalore on September 19.

He said the company would focus on Tier-II cities for expansion. The popularity and trust in linen from consumers was growing by the day, he said.

Mr. Krishnamoorthy said Jaya Shree Textiles had emerged as the clear leader in the linen business with 65 per cent share in linen apparels. It was popular with the leading garment brands such as Color Plus, Louis Phillipe, Van Heusen and Allen Solly.

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