Graviera rolls out new fabrics in Kerala  ( July '17,2001, HBL)

GRAVIERA Suiting has introduced two fabrics -- Coolers Plus and Palm Beach brands -- in Kerala just before Onam.

Mr S. Krishnamoorthy, Executive President (Fabric and Apparels), Graviera Suiting, claimed that the company is continuously developing features in fabrics through research to benefit consumers.

Coolers Plus, he said, was an extension of its Coolers brand. It is a polyester/viscose blended fabric with a special finish, that makes it sweat-absorbent. It helps in enhancing crease recovery and has a better drape than cotton, he added.

Palm beach uses polyester and polynosic blends and has been designed keeping in view the Indian conditions. With softer feel, high moisture retention and better absorption capability, it offers an ideal fabric for consumers for summer.

Mr Krishnamoorthy said Kerala will be one of the focus areas for the company. As part of the marketing strategy for festive season, the company has introduced certain schemes for retailers for the new products, he said.

Mr Krishnamoorthy said though there was a shift in readymade garments, the ready-to-stich (tailored market) segment will continue to be a trend in India. He said the company was committed to invent products to explore this market potential as the ready-to-stich market was growing at the rate of five to 10 per cent