Birla's textile arm mulls producing 'Dormeuil'

New Delhi, Dec 7: Birla VXL, an S K Birla group company with flagship brand Digjam, is mulling to produce the 'Dormeuil' fabric under the brand name 'Digjam Dormeuil' at its Jamnagar unit, which it presently imports from French JV partner Dormeuil Freres.

The JV company, Dormeuil Birla VXL Ltd (DBVL), presently imports Dormeuil brand suiting fabrics and accessories for marketing in India. Birla VXL aims to produce the fabric with technical know-how, expertise and quality of Dormeuil.

It also plans to export the 'Digjam Dormeuil' fabric at a later stage.

''Birla VXL produces its Digjam fabric at the Jamnagar unit in Gujarat but will also roll out Digjam Dormeuil brand before the next winter season,'' Mr A K Mehta of Birla VXL Ltd told sources here today.

DBVL also unveiled a Rs eight-lakh-suit piece for those who don't mind spending big bucks for their clothes in the fashion capital today.

The not-for-everyone suit piece 'Vanquish' made of pure pashmina is the highest priced collection of the nine-year-old company which will roll out only 300 pieces of the same, of which it claims to have sold 150 till date.

''We are looking at the elite class only who want to dress up flamboyantly. DBVL has already sold 150 pieces of the 300 suit lenghts available in 17 designs it plans to manufacture,'' Birla VXL Vice Chairman Siddharth Birla told reporters at the launch.

Dormeuil holds the majority stake of 51 per cent in the JV company and is also contemplating to introduce 'ready-to-wear' garments in India in a couple of years.

DBVL has a variety of brands like 'Essential', 'Ice' and 'Celebration' worth Rs 17,000, Rs 27,000 and Rs 30,000 per suit piece respectively.

The JV also has a collection 'Guana Shina' worth Rs 1,50,000 under its belt.

UNI