Aditya Birla Group company Grasim Industries is in talks with companies for co-branding its second generation natural fibre, Birla modal.Vijay Kaul, chief marketing officer (fibre division) of Grasim, said: "The fibre has potential applications in areas like clothing, apparels and made-ups (home textiles). Currently, we are in advanced stages of talks with some companies for co-branding and sellling it as a branded product.""We should see some of these co-branded products of Birla modal in the market by the end of fiscal 2006-07," he added.As a first step towards the co-branding exercise, Birla Cellulose, the fibre division of Grasim, has tied-up with leading thermal wear brand Neva to launch a range of inner wear, thermal wear and towels under the brand name Nevamod.Grasim will provide the fibre, and Neva will develop and market the products under the co-branding exercise. "We intend to launch the Nevamod brand in ten cities starting from Delhi. It will then be introduced in cities like Lucknow, Jaipur, Bangalore, Hyderabad, Surat and Pune," Vishal Jain, executive director of Neva Garments, said.
