As part of its strategy of innovative denim products, Arvind Ltd. has tied up with Birla Cellulose to exclusively produce excel denim fabric. Focused on women's jeans, the excel denim fabric has already been commercialized internationally, earning a business of $ 10 million. The company expects excel denim to do a $ 50 million (Rs 2,200 crore approx.) business in next two years.
Excel Denim with its exceptional qualities such as use of natural use of sustainable natural fibers, excellent luster and soft touch has already been adopted by top brands in Europe and US. As part of the product's India launch, the Arvind-Birla tie will open in Bangalore an exclusive collection Excel Denims, designed by internationally acclaimed designer Rajesh Pratap Singh.crackcrack
