Indian Rayon arm to set up 15 Linen Shoppes

Jaya Shree Textiles, the Rs 400 crore division of Indian Rayon and Industries Ltd, will set up around 15 exclusive Linen Shoppes in major cities of the country within couple of years to meet the surging demand for linen in the country.

The group is targeting a 35 per cent growth in the domestic linen market by the end of March 2006.

Indian Rayon is part of the $7 billion Aditya Birla Group. The company would invest around Rs 25 crore for the technological upgradation of its units.

"To further expand and intensify its presence in the domestic markets, we would also invest in advertising and promotions," said JC Soni, president and CEO of Jaya Shree Textiles.

The company also announced the launch of its Spring Summer 2005 Collection. The launch was done in association with Rohit Bal, the creative associate and brand ambassador of Linen Club Fabric.

"Today linen club fabric is not only available in the branded garments but is also available in all high-end retail stores in India.

Currently, around 450-500 retailers are marketing this fabric, which is gaining wide popularity. We also have plans to open 15 exclusive Linen Shoppe in major cities in the next couple of years, to cater to all the needs of linen lovers," Soni added.

Speaking on the occasion Rohit Bal said , "Linen is a natural fabric that enhances my creativity. By introducing this fabric to Indian market, Jaya Shree Textiles has instigated a linen revolution in India.''

The linen club fabric is made out of 100 per cent imported flax fiber from France and Belgium. It is then spun, woven and processed in the Jaya Shree textiles unit near Kolkata.

Today all the branded garment manufacturers like Allen Solly, Benetton, Black Berry, Colour Plus, Free Look, Parks, Wills Sports, Louis Philippe and Van Heusen have included the Linen Club Fabrics in their exclusive high-end garment range.