Apparel July 2019 Apparel July 2019 issue | Page 108

FEATURE
ADITYA BIRLA GROUP
IS ALSO SET TO UNVEIL
ITS NEW COLLECTION
OF LINEN-BLENDED
GARMENTS THIS AUGUST.
many consumers seem to be enjoying the ‘used’
nature of the fabric—they prefer the softness that
increases with every wash.
NUMBER CRUNCH
Just about two years back, Indira Gandhi Krishi
Vishwavidyalaya (IGKV), Raipur, announced
that they have discovered the technique of
developing linen yarn. Before this, Indian linen
fabric manufacturers had to import yarn as it
was not available in India. This discovery, with
its umpteen rounds of research, is yet to gain
gravitas. But given the demand for linen, it will not
be long before India becomes highly self-sufficient
in the raw material arena too. Deepa Chandran,
92
I APPAREL I
July 2019
General Manager, Aditya Birla Fashion and Retail,
mentioned recently that the Indian linen market
is growing at a 10 per cent compound annual
growth rate (CAGR)—within this segment, 70 per
cent of linen is imported—adding that brands,
designers, and everyone else connected to the
manufacturing of linen apparel and garments are
not shying away from paying a premium for the
fabric. They import high-quality linen just to weave
a collection of international standards.
Aditya Birla group is also set to unveil its new
collection of linen-blended garments this August,
under the brand name ‘Mazury’. The entire
range will be priced affordably and will cater to
mid-range buyers. Once out in the market, the
collection will complement the existing premium
linen range of the company.
To sum it up, linen garments have been
stealing the spotlight. This indicates scope
for the manufacturing industry, and in turn,
an opportunity for India within the yarn-
manufacturing zone. Thus, with a booming
business by its side, the linen market, which is
scoring high sales numbers, is here to stay.