Introduces Nevamod a co-branded innerwear with Birla Cellulose

Hyderabad, Jun 22 (UNI) Taking a giant leap into the Rs.4000 crore innerwear industry, Neva, the country's leading thermal wear brand and premium intimate apparel company, today announced the launch of NevaMod Freshness Wear, a Super Premium Range of Innerwear and bath-linen in a co-branding partnership with Birla Cellulose, the Fiber Division of Grasim Industries Limited, the flagship company of the Aditya Birla Group.

Neva Mod, made from Birla Modal, is a new generation fibre and is launched for the first time in South India. It will be launched in Bangalore and Chennai in the next few months, Neva Garment Ltd Executive Director Vishal Jain said.

In the first phase, the company is planning the launch at ''Catergory A'' stores and MOBs in 10-12 top cities. ''We are initially launching NevaMod in all leading stores of India and then make it a global brand'', he said.

Mr Manohar Samuel, President, Business Development, Grasim Industries Limited said it was another initiative of Birla Cellulose to support the entire textile value chain. ''Through this co-branding program, Birla Model fibre is supplied to Promotional parnters who have cutting edge marketing focus, innovative mindset and technological capabilities. Neva Garments is one of our co-branding partner and we look forward to more such initiatives with other leading brands to facilitiate consumer experience of Birla Modal'', he said, The company is looking at 200 per cent growth in sales over the next six months from the co-branding arrangement.

The company is planning extending co-branding to apparels home textiles and other exquisite segments in the domestic market. It has also opened three ''studios'' at Delhi, Karachi and Mumbai to provide feed back to its partners.

It plans to open the fourth lifestyle design studio at Tirupur next month and the fifth one at Bangalore in October. Each Studio is with Rs 25 lakh investment and the company is also planning one studio abroad.

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