Modal fabric strives for brand recognition -- Eyes garment giants to build image  ( August '14,2001, HBL)

CLOSE on the heels of lycra being positioned as a brand for manufacturing garments in India, another fibre brand is vying for attention in the industry.

Lenzing Modal is the new fibre used in most of the premium brands being retailed in the country. However, its presence has never been highlighted in any of the garments.

The sole distributor of the fibre, Stuti Exports, has decided to position Modal as a brand by getting its tag on clothes made of this fabric. It plans to do this through a co-branding exercise with textile corporates.

Raymonds, Grasim Industries, Siyaram, ITC's Wills Sport and Madura Garments currently source Modal through Stuti Exports. There are also plans to start branding this fibre in the market.

Mr Pradeep Roongta, Director, Stuti Exports Pvt Ltd, says, ``We intend targeting retail garment manufacturers, who are already buying from us, to add the name of Modal in their garments.''

A fashion show is also likely to be held to highlight the Lenzing Modal fibre later this year in Mumbai to display the usage of Modal in all garments.

Adds Mr Roongta, ``We want to drive home the fact that Modal can be used in all garments, ranging from nightwear to bed linen. The idea is to formally launch the fabric in India.''

In the international market, the parent company, Lenzing AG Austria, has roped in super-model Naomi Campbell for endorsing the product. In India, too, the company plans to rope in Naomi Campbell to endorse the fabric.

``We would like to get closer to the customer and promote the image of Lenzing Modal to underline the fibre's fashion competence. Naomi Campbell will help us convey our message to the textile industry and the end-user as well,'' Mr Roongta adds.

Lenzing Modal is priced at $2.4 per kg. Through Stuti Exports, Modal registered a turnover of Rs 3.17 crore last year. This year, it intends to post Rs 8 crore.

Lenzing Modal is made from natural raw material of wood, which makes it soft, silky and smooth. It is mainly used in woven and knitted fabrics for lingerie, sportswear, garments and home textiles.

The company also makes other branded fibres such as lyocell and viscose, all of which are protected by registered trademark law.

Lenzing AG is a world leader in the production and marketing of cellulose fibres, and has an 18 per cent market-share in cellulose fibres across the world.