VOL. XLVI No. 69 MUMBAI, THURSDAY, APRIL 02, 2015 PRICE: Rs. 5.00

The ONLY Textile Daily Newspaper

Phone: 66978535 Fax: 022-28793022 Email: tecoya@vsnl.com

TECOYA TRENDLiva - New age fluid fabric launched by Birla Cellulose

Grasim Industries Limited has achieved a major milestonemarking the advent of a new era of Birla Cellulose with launch ofnew age fabric brand - Liva, which is natural, fluid, and fashionableand infuses fluidity into the garment.

With the launch of Liva, Grasim - an iconic company builtby the Birla’s - will propel the viscose staple fibre (VSF) businessof Birla Cellulose to greater heights. There is tremendousopportunity in offing and Liva is all set to create a strong foundationfor the future.

The unveiling of Liva, with the new stylish brand ambassadorKangana Ranaut, will pave the way for the next phase of growth ofBirla Cellulose. “We believe that through propagating Liva, moreand more consumers in the country will appreciate and buy garmentsmade with fabrics of high quality using our fibres. It will strengthenthe value proposition of the Indian brands and retail and therebyenhance their fashion quotient”, says Mr. K. K. Maheshwari,Managing Director, Grasim Industries Ltd.

With the unveiling of Liva, Birla Ceulllose has taken the

entire textile value chain along with it. The company is workingclosely with a large number of value chain partners, includingspinners, fabricators and processors. By constantly helping themto improve their processes and products and accrediting them, BirlaCellulose has ensured that the end quality of the garments thatmen and women buy surpasses all their expectations.

Mr. Rajeev Gopal, Global Chief Sales & Marketing Officerfor Pulp & Fibre Business, Aditya Birla Group, informed that

Mr. K. K. Maheshwari, Managing Director,Grasim Industries Ltd, launching the Liva Brand

processing of viscosefabric is tricky businessand therefore BirlaCellulose team hasworked closely with 150process houses and haveaccredited them to ensurethat they roll outimpeccable quality fabricsfor brands and retailers.

Birla Cellulose,informed Mr.Maheshwari, has createda new partnership concept, called the Liva Accredited Partner Form(LAPF) that is an integral part of the Liva Brand.

While these partners work on continuously improving theirquality and service to brands and retail, on Birla Cellulose’s part,we are working closely with them in areas of technical support,design development, supply chain and market development, headded.

The company presently has over 250 partners in the LAPFand the Forum has started making a great difference to the quality,variety and service that brand and retailers in the country are getting,Mr. Maheshwari said. Continued on Page 4

Celio launches its SpringSummer 2015 Collection

MUMBAI, APR. 01—The European Menswear brand Celio* showcases its Spring

Summer 2015 collection to spot a smart contemporary look.Drawing style inspirations from the United States, the collectionline flaunts rich colours, fine Silhouettes and classic tailoring;thoughtfully designed to infuse utility style elements in each Celio*peice.

This year, the indigo dominates Celio* SS 2015 collection. Itis used across various product segments i.e. Denims, Tees, Polos,Jackets etc lending a sense of power, dignity, integrity and deepsincerity to the fashion line. The denim jackets and suits in indigore-create the codes for elegance and key elements for a casual style.

Featuring top fashion trends straight off the fashion - runway,Celio* introduces knitted jeans; blending the looks of a jeans withthe comfort and flexibility of jogging pants. It opens newperspectives around sportswear elegance with knit assuming a majorrole, for clothes that move and live while delivering on the promiseof effortless style.

The rock with skater spirit theme is distinguished by keycolours like black, light greys and white in cool styles to appeal tothe youth. The knitted shirt, re-invention from the classic shirtmade with the piqué jersey from polo shirts is the main attractionfor the line. The black or grey denim fabric is extensively used inshirts & jackets. Accessories like the backpack or slip-ons come tospice it all up for a look that is super cool.

The inspiration, “beach boys” showcases washed out andpastel colors, which are the wardrobe essentials. The season’s freshprints and colours make us dive into a full summer ambiance. Thebeach boy style shows us that elegance is above all, a matter ofattitude.

By Rakesh Kumar

PAGE 2. TECOYA TREND, THURSDAY, APRIL 02, 2015330/73/1 Easy Bl 132-00100/72 HIM SBR 109-00150/48 HIM SBR 95-00300/144 SIM SBR 86-00300/144X2 SIM SBR 88-00Mix Yarn Job Lot 62-00

WELLKNOWN80/108/MICRO 111-0080/34/ ROTO 107-0080/72/ CATONIC135-0080/72/ D CAT 136-0080/72/FD ROTO 113-0080/72/D/FDRO 113-0080/34/BL ROTO 111-0080/72/BL ROTO 112-0080/72/DB BL RO113-0080/34/ ROTO 107-0075/36 NIM 102-0075/36 HIM 105-0075/108/MICRO 112-00150/288/MICRO 100-00150/144/MICRO 112-00150/48/BL ROTO100-00150/48/ROTO 95-00150/48/DB ROTO 96-00150/108/MICRO 97-00150/48/TEX 93-00320/72/LIM 92-00320/72/ROTO 94-00300/72/BL ROTO 98-00130/DEN HM/GK 140-00160/DEN DISCAT130-0080/108 MIC TW 130-0080/34/ROTO TW130-0080/72/FD TW 137-0080/72/D FD TW 138-0080/72/CAT TW 147-0080/72/D CAT TW148-0080/72/B TW 137-0080/72/D BL TW 138-00150/48 RO TW 120-00VALSON INDUSTRIES180 115-5080 ROTO 107-5080/300 135-50100/34/300 134.5080 RO WARP RO 137-5080/72 RO WARP RO 156-5080/72/0 FD ROTO 116-5080/72/300 FD ROTO 146-5080/72/2 FD ROTO 116-50155/34/0 100-50

TexturisedGREY

ALOK INDUSTRIES5/34 NIM wvg 98-0075/36 SIM knitting 99.0075/36 HIM 101-0080/72 SIM 99.0080/72 HIM 101.0075/108 SIM 104-0075/108 HIM 105-0075/34 NIM Bl DD 104-0075/34 HIM Bl DD 107-0080/72 HIM Bl DD 107-0080/72X2 HIM Bl DD105-0080/72X2 HIM F DD 105-00100/36 NIM 93.00100/36 HIM 93.00100/108 SIM 102.00100/144 SIM 112.00150/48 NIM 88.00150/48 SIM 89.00150/48 HIM 90.00150/48X2 SIM 91.00150/48X2 HIM 92.00150/300 TW 107.00150/48 NIM B DD 93.00150/48 HIM B DD 94.00150/108 SIM 91.00150/108 HIM 92.00300/72 NIM 86.00300/72 IM 87.00300/72 HIM 88.00320/72 x 2 HIM 89-00320/72 x 2 SIM 89-00300/96X3 HIM 91-00450/96 HIM/WIM 90-00300/96 NIM BL DD 91-00300/96X2 HIM Bl DD 94-00170 Easy Yarn Bl 150-00220 Easy 129-00360/73/1 Easy 117-00

RELIANCEINDUSTRIES

RIL - PSF.8 Semi Dull -------1.0 Semi Dull -------1.2 Semi Dull -------1.4 Semi Dull -------2.0 Semi Dull -------1.2 Super HT Brt -------1.2 S HT (OW) -------1.2 Optical White -------1.2 Super Black -------1.4 Super Black -------Tow Normal -------Tow TBL -------Tow Super Black -------2.0/2.5 TBL -------

RIL - POYCST price/kg.

51/14 SD -------130/34 SD ------235/34 SD ------250/72 SD ------510/72 SD -------115/108 SD ------160/144 SD ------250/108 SD ------250/288 SD ------

RIL - TEX80 Weft ------80 Roto ------80/108 Micro ------155 Weft ------155 Roto ------155 Micro ------330 Roto ------80/72 Cotluk FD ------80/72 Cationic ------

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For more Details Write :

TECOYA INFOTECHD-66, Oshiwara Industrial Centre, Ground Floor,

Goreagon (West), Opp. Bus Depot, Mumbai 400 104.Phone : 22-66978535 Fax : 22-28793022 E-Mail : tecoya@vsnl.com

LONGLASST (VORTEX)PILLING FREE Yarns inVISCOSE, MICROMODAL,TENCEL, PV,PC &CORE SPUN YARNSalakan@pallavaagroup.comMobile: +91 90470 26711

Art-SilkEX-BHIWANDI

TAXES/OCTROI EXTRA

CENTURY RAYON75/24 Brt I 506-0075/24 Brt III 502-0075/40 Brt I 509-0075/40 Brt III 506-00100 Brt I 404-00100 Brt III 401-00120 Brt I 381-00120 Brt III 378-00120 Dull I --------120 Dull III --------120 COL I 404-00120 COL III 396-00150 Brt I 355-00150 Brt III 353-00450 Brt I 242-00600 Brt I 238-00

INDIAN RAYON75/24 Brt I 506-0075/24 Brt III 502-0075/40 Brt I 509-0075/40 Brt III 506-00100 Brt I 404-00100 Brt III 401-00120 Brt I 381-00120 Brt III 378-00120 Dull I --------120 Dull III --------120 COL I 404-00120 COL III 396-00150 Brt I 355-00150 Brt III 353-00450 Brt I 242-00600 Brt I 238-00

KESORAM RAYON75/24 Brt I 504-0075/24 Brt III 500-0075/40 Brt I 507-0075/40 Brt III 504-00100 Brt I 402-00100 Brt III 399-00120 Brt I 379-00120 Brt III 376-00120 Dull I --------120 Dull III --------120 COL I 402-00120 COL III 394-00150 Brt I 353-00150 Brt III 351-00450 Brt I 240-00600 Brt I 236-00

150/325 TWIST 118-50

TexturisedDYED

SIYARAM(Excluding excise duty)

50/350 180-00150/500 186-00

100/600 221-00150/350 BRT 187-00170 Siyasilk 204-0080/72/350 R Cot 220-0080 Roto 186-0080/350 Roto 196-00150/350 Brt SB 201-00150/350 Brt SQ 197-00170/350 Brt SP-V 195-00170/350 Brt SP-C 190-00170/350 Brt SP-S1 193-00100/350 Brt SP-T 206-00170/350 B. SP-SK 197-00150/350 Brt SP-BDS197-00170/350 Brt SP-GSM214-00170 Siyasilk SP K 230-00170 Polu SP NK 268-00VALSON INDUSTRIES

DARK150 WEFT 183.50150/ROTO 1885085 WEFT 199-0085/0 ROTO 199-0085/300 215-0085/108 ROYAL RO235-00100/144/300 MIC 234-0080/72 RO COTLUK 217-0080/72 COTLUK RO D240-00160/108 ROYAL RO 220-5080/34/600 234-00100/34/600 243-0075/450 BRT 268-00100/450 BRT 267-00150/350 BRT 243-00

P/V YarnRATES PER KG.

INCLUDING EXCISE

RSWM2/24 65/35 PV TFO180-002/30 65/35 PV TFO185-002/40 65/35 PV TFO210-001/20 65/35 PV 165-001/30 65/35 PV 175-001/30 100% Poly --------1/40 100% Poly 170-001/40 65/35 182-002/32 P/V/T NT 170-00

PC YarnSPENTEX (CLC)

20/1 65/35 185-0024/1 65/35 190-0030/1 65/35 195-00

100% POLYSPENTEX (CLC)

15/1 100% Poly --------20/1 100% Poly 141-0030/1 100% Poly --------40/1 100% Poly 17-00

KEN ENTERPRISES PVT. LTD.Ichalkaranji

* Prices of Grey Fabrics16S*8S / 84*28 63” @ Rs. 56.75/- (Ex-Mills)40S*20S / 165*72 63” @ Rs. 78.75/- (Ex-Mills)40S*40S / 132*72 63” @ Rs. 65.25/- (Ex-Mills)60S*60S / 132*120 63” @ Rs. 78.00/- (Ex-Mills)60S*60S / 165*80 48” @ Rs. 52.50/- (Ex-Mills)60S*60S / 205*110 63” @ Rs. 92.25/- (Ex-Mills)80S*80S / 92*88 63” @ Rs. 53.75/- (Ex-Mills)

ANJANEYA40s Excel 295

MOTHI SPINNERS20s viscose 19630s viscose 21040s viscose 230 2/40s viscose 248

VISCOSEPALLAVAA

30/1 Viscose RS 21530/1 Viscose LLT 215Lenz Micro Modal 60 /1 42030/1Cotton/Modal R 24524/1 CVC 60C/40P Vortex ---30/1 PC65/35 Vortex ---

60s Micro Modal 385VSF - 100%

30's KPN -----MODAL

40's PKPN -----COTTTON/MODAL

30's JPP -----

COTTON YARN PRICE UPDATES

Ring A+ (Air Jet / A ( Normal Open 1850 CSPYarn shuttle less Loom End

qualtiy) quality) YarnNE 20/1 KW 162 160 7s 102NE 30/1 KW 177 170 9s 104NE 40/1 KW 196 194 10s 105NE 30/1 KH 170 168 12s 110NE 20/1 CW 181 179 16s 122NE 30/1 CW 195 190 20s 133NE 40/1 CW 217 210NE 30/1 CCW 205 200NE 40/1 CCW 221 218NE 40/2 Eli twist 190 185NE 40/2 CW TFO 254 248NE 16/1 KWCSY 198 200NE 20/1 KW CSY 205 203

Ahmedabad PricesCotton Ring spun yarn Indicative Prices

NE 24/1 CH 185 to 183NE 26/1 CH 189 to 187NE 30/1 CH 195 to 193NE 32/1 CH 207 to 205NE 40/1 CH 211 to 209NE 40/1 CH 219 to 217

Disclaimer: All prices/rates information provided in Tecoya Trend is provided for informationpurposes only and are only indicative. Although every reasonable effort is made to presentcurrent and accurate information, Tecoya Trend takes no guarantees of any kind of thepublished prices/rates. In no event shall Tecoya Trend be held responsible or liable, directlyor indirectly, for any prices/rates provided in the newspaper.

JITENDRAKUMAR LALBHAI

TEXTILE WORLDMUMBAI

Quality Wt/Mtr Yarn Weave STD Loom PriceGrams Type ExMill

07X07/68X38 - 63 620 OE X OE DRILL DYEING SULZER 87.0010X06/76X28 - 63 520 OE X OE DUCK DYEING SULZER 69.0016X08/84X28 - 47 270 OE X OE DUCK DYEING SULZER 42.0016X08/84X28 - 59 345 OE X OE DUCK DYEING SULZER 52.0016X08/84X28 - 63 365 OE X OE DUCK DYEING SULZER 54.0016X12/84X26 - 47 235 OE X OE DUCK DYEING SULZER 38.0016X12/84X26 - 63 315 OE X OE DUCK DYEING SULZER 50.0016X12/96X48 - 63 415 OE X OE DRILL DYEING SULZER 66.0016X12/108X56 - 63 470 OE X OE DRILL DYEING SULZER 75.0016X16/60X56 - 63 300 OE X OE PLAIN DYEING SULZER 50.002/20X10/40X36 - 48 240 OE X OE PLAIN DYEING SULZER 39.002/20X10/40X36 - 63 315 OE X OE PLAIN DYEING SULZER 52.0020X20/60X60 - 50 200 OE X OE PLAIN DYEING SULZER 36.5020X20/60X60 - 63 245 OE X OE PLAIN DYEING SULZER 44.0020X20/60X60 - 67 255 OE X OE PLAIN DYEING SULZER 46.0020X20/60X60 - 72 275 OE X OE PLAIN DYEING SULZER 49.0020X20/60X60 - 78 300 OE X OE PLAIN DYEING AUTO 53.0020X20/60X56 - 131 495 OE X OE PLAIN DYEING SULZER 87.0020X16/108X56 - 63 360 OE X OE DRILL DYEING SULZER 61.0020X20/108X56 - 63 335 OE X OE DRILL DYEING SULZER 57.0020X20/108X56 - 67 355 OE X OE DRILL DYEING SULZER 61.0020X20/108X56 - 72 385 OE X OE DRILL DYEING SULZER 66.0030X30/76X68 - 65 195 CARDED PLAIN DYEING SULZER 50.0030X30/68X64 - 63 177 CARDED PLAIN PRINT PLOOM 42.0030X30/124X64 - 63 260 CARDED2/1TWILLDYEING SULZER 65.0040X80D/100X90 - 61 160COMXDENIERPLAINDYEINGSULZER50.00

BALAJI ASSOCIATED - KanpurCOTTON DYES FABRICS - RUNNING QUALITIES

Ex-MillComposition Fabric Distribution Weave Weidht Price/Rs.

GSM ExportLocal100% Cotton Duel Shade (White/OG) WR Fabrics Width-35" 1/1 Plain 230 100100% Polyster Camo Print Fabrics Width-54" 2/1 Twill 100 70Woll/Poly-50/50 Wollen Fabrics Angola Width - 58" 2/2 Twill 235 400Woll/Poly-70/30 Wollen Fabrics Sarg Width - 58" 3/3 Twill 380 500

TECOYA TREND, THURSDAY, APRIL 02, 2015, PAGE 3.

ALL PRICES MENTIONED ARE USD/KG FOB BASISCotton Ring yarn

A A+NE 20/1 CH 2.75 2.80NE 24/1 CH 2.90 2.95NE 26/1 CH 2.95 3.00NE 30/1 CH 3.00 3.05NE 32/1 CH 3.05 3.10NE 40/1 KH 3.30 3.40NE 32/1 KW 2.75 2.80NE 21/1 KW 2.35 2.40OPEN END YARN 1850 CSP 1650 CSP7s 1.65 1.5510s 1.70 1.6012s 1.85 1.7516s 1.90 1.80SYNTHETIC YARN

NE 30/1 Poly 2.20NE 30/1 PV 2.35NE 30/1 Viscose 2.65NE 150/48/1 SD NIM RW 1.5075/34/1 SD NIM RW 1.50

EXPORT PRICESACME INTERNATIONAL

GREY CLOTHPEE VEE TEXTILES LTD.

VSM Weaves India - Tamil NaduAir Jet Grey Woven Fabrics

30Viscose x 30Viscose 68 x 64 63" 1/1 Plain 53.0030Viscose x 30Viscose 68 x 64 48" 1/1 Plain 42.0030Viscose x 30Viscose 92 x 64 63" 2/2 Twill 64.0060Micro modal x 60Micro modal 92 x 84 63" 1/1 plain 69.0050Micro modal x 50Micro modal 92 x 84 63" 1/1 plain 78.0040cx40c132*72-63" 1/1- 63.0040cx40c 120*64-63" 1/1- 59.00

TIRUPATI YARNS - MUMBAIIndia

Ne 21/1 100% Cotton Carded Weaving US$ 2.45/kgNe 32/1 100% Cotton Carded Weaving US$ 2.70/kgNe 40/1 100% Cotton Carded Weaving US$ 3.15/kgNe 20/1 100% Cotton Combed Knitting US$ 2.65/kgNe 30/1 100% Cotton Combed Knitting US$ 2.95/kgNe 40/1 100% Cotton Combed Knitting US$ 3.35/kgNe 50/1 100% Cotton Combed Knitting US$ 3.90/kgNe 60/1 100% Cotton Combed Weaving US$ 4.30/kgNe 80/1 100% Cotton Combed Weaving US$ 5.15/kg

Basis: CIF Far East Port, AS

IndonesiaNe 30/1 100% Polyester Spun yarn US$ 2.05/kgNe 30/1 100% Viscose Spun yarn US$ 2.50/kgNe 30/1 100% Viscose Spun yarn – SLUB US$ 2.90/kgNe 30/1 Polyester/Viscose 65:35 Spun yarn US$ 2.38/kg

Basis: CIF Nhava Sheva Port, AS

China – Pima CottonNe 50/1 100% Combed Weaving Compact US$ 7.45/kgNe 60/1 100% Combed Weaving Compact US$ 7.65/kgNe 70/1 100% Combed Weaving Compact US$ 8.35/kgNe 80/1 100% Combed Weaving Compact US$ 8.95/kgNe 80/2 100% Combed Weaving Compact US$ 10.15/kgNe 100/2 100% Combed Weaving Compact US$ 11.75/kgNe 120/2 100% Combed Weaving Compact US$ 14.20/kg

Basis: CIF Nhava Sheva Port, AS

VOLANT TEXTILE MILLS LTD. - MUMBAICONSTRUCTION Width G.S.M price/mtrMattress ticking jacquard fabricsRipples Coated polyester 84.5 inches 110 115Malabar polyester/polyproplene 84.5 inches 125 130waves polyester/polyproplene 84.5 inches 145 145Pride polyester/polyproplene 84.5 inches 215 160

Quality Weave Width Exmill rate(inches) /Mtr

100 % COTTON FABRIC40X40/124x96 1/1 63 6960x60/92x88 1/1 63 552/40x10OE/128x47 Dobby reed space 64" 12340x40/130x73 2/1 67" 65

100% VISCOSE FABRIC40x40/96x80 1/1 63 6230X30/68X64 1/1 63 56

POLY COTTON FABRIC(65:35)45PCX45PC/130x72 1/1 63 62

100 % ORGANIC COTTON FABRICQuality Weave Width(inches) Exmill rate/Mtr40X40/124x70 1/1 63 6140X40/1124x94 1/1 63 70

STRETCH FABRICQuality Weave reed space Exmill rate/Mtr30X20+20Ly/ 128x76 3/1 72 9330x20Ly/160x92 Dobby 73 12830X20+20Ly/ 120x76 4/1 74" 94

Textile Minister lays foundation stone forapparel making centre in Imphal

IMPHAL, APR. 01—Minister of State for

Textiles, Mr. Santosh KumarGangwar and Chief Minister ofManipur, Mr. O. Ibobi Singhrecently laid the foundation stonefor an Apparel & GarmentMaking Centre at Imphal.

The Centre shall come upat Lamboikongnangkhong,Imphal West.

The Centre is being set upas part of a landmark initiativeannounced by the Prime MinisterMr. Narendra Modi in Nagaland,on 1st December, 2014.

The Prime Minister hadannounced that an Apparel andGarment Making Centre shall beconstructed in all North Easternstates. Work on such a Centre forNagaland has already begun,after the foundation stone waslaid by the Union TextilesMinister, on 24th February,2015.

The Textiles Minister saidthat the project will be abeginning in the direction ofsetting up of organized textile

industry in North EasternRegion.

The Minister said that thePrime Minister Mr. NarendraModi has a special concern forthe states of the North East. Inline with this, the TextilesMinistry is implementingvarious schemes to boost thetextiles sector in the region.

Mr. Gangwar expressedhis Ministry’s commitment inpursuing the development of allsegments of textiles industry inNorth East, by giving particularthrust to improving earnings ofprimary producers and workers.He said that the Ministry isworking in a committed mannerto enable the workers of theIndian textiles sector to get duevalue for their rich culturalproducts. He assured that allnecessary cooperation will beextended to all stakeholders forstrengthening the textiles sectorin the country.

Secretary, Textiles, Dr. S.K. Panda said that the Ministryhas tr ied to give maximum

possible attention to the states ofthe North East Region. He saidthat the textiles sector has hugepotential for generating incomeand employment. He highlightedhow the Apparel and GarmentMaking Centre would contributeto this.

Each Apparel andGarment Making Centre set upunder the initiative is estimatedto generate direct employmentfor 1,200 people.

Each state will have onecentre with three units, having100 machines. For localentrepreneurs with requisitebackground, required facilities tostart a unit will be provided in‘plug and play’ mode. Once suchentrepreneurs get established,they can set up their own units,allowing the facility to beprovided to new entrepreneurs.

The project will be fullyfunded by the Ministry ofTextiles. The estimated expenseis Rs. 18.18 crores, for each state.The central assistance would betowards construction of physical

infrastructure, purchase ofmachinery and capacity buildingfor next three years. NationalBuildings ConstructionCorporation Ltd. (NBCC) hasbeen assigned the work ofconstruction of centre andinstallation of machinery.

The State Government’scontribution is in the form ofland admeasuring 1.5 acre;Government of Manipur hasaccordingly, identified land atLamboikongnangkhong, ImphalWest. The Textiles Ministerinspected the chosen site, earlierin the day.

The initiative comes underthe North East Region TextilePromotion Scheme (NERTPS) ofthe Ministry of Textiles.NERTPS is an umbrella schemefor the development of varioussegments of textiles, i.e. silk,handlooms, handicrafts andapparels & garments. Thescheme has a total outlay of Rs.1038.10 crore in the 12th FiveYear Plan.

#

Printed, Published and Edited by Rakesh L. Sharma on behalf of TECOYA TREND PUBLICATIONS PVT. LTD.from D-66, Oshiwara Industrial Centre, Andheri Malad Link Road, Mumbai 400 104 and

Printed at TECOYA TREND PUBLICATIONS, D-66, Oshiwara Industrial Centre, Andheri Malad Link Road, Mumbai 400 104

Lifetime ewe productivity project to lift performance recordingFrom Tecoya NewsDesk

MUMBAI, APR. 01—Australian Wool

Innovation (AWI) hasannounced the Merino EweLifetime Productivity Project. Apartnership between AWI andAustralian Merino SireEvaluation Association(AMSEA), the project will be amajor stimulus to performancerecording as it will assess asignificant number of animalsthroughout their productivelifespan.

The Lifetime ProductivityProject involves a $3.3 million,9-year investment from AWI andvalue-adds to currentcommercially funded sireevaluation work. It will generate3,800 ewe progeny from 120sires over four sites aroundAustralia, evaluating these for upto seven years of age. The eweprogeny will be joined four tofive times and assessed for acomprehensive array of fleece,body, and reproduction traits.

The Lifetime ProductivityProject addresses a weakness ofcurrent Merino geneticimprovement systems: a lack ofsufficient whole of lifetime dataacross both fleece andreproduction traits.

The first sire evaluationsite identified is at Harrow in

Victoria with others to beannounced. To ensureinclusivity, the 120 sires enteredacross the entire project will bedrawn from diverse breedingphilosophies and from a range ofMerino types. All progeny willbe DNA pedigreed.

AMSEA coordinates theMerino Central Test SireEvaluation around Australia, 90per cent of which is conductedthrough self-funding andprovides core underpinning datafor MERINOSELECT. Normallyevaluations take place for twoyears. Researchers andwoolgrowers have long knownthat within any flock, individualewes differ hugely in theircontribution to the grower ’sincome over their lifetime. Someare ’performers’, who cut avaluable fleece and rear a lambevery year, whereas others are’passengers’, who may only rearone or two lambs from fourattempts, but may look good inthe classing race. Some begin tolose fleece value very early intheir life, whereas othersmaintain fleece value with age.Over a lifetime, theseperformance differences caneasily translate into manyhundreds of dollars of incomegained, or lost.

The challenge has alwaysbeen to reliably identifypassengers from performers at ayoung age, a problem made moredifficult by the recent trend toearlier lifetime performancerecording, which can be seen inthe increasing drive toward post-weaning recording for fleecetraits. Given the poor heritabilityof reproduction at first lambing,and yet the critical importanceof reproductive performanceacross the ewe’s lifetime, thesituation has become a majorchallenge and thus anopportunity for the industryresearch, development andmarketing body to address.

General Manager ofResearch at AWI, Dr Paul Swansaid the Lifetime ProductivityProject would make a keycontribution to the Australiansheep industry.

“For AWI, this projectbrings to fruition one of the keytargets identified for geneticinvestment in our 2013-16Strategic Plan and will providea key platform for Merinogenetic improvement over thecoming decade, building on thegreat foundations laid over theprevious decade. The currentStrategic Plan can be found here.

“Importantly the

commitment to this programshows how the wool research,development and marketingbody is committed to helpingwoolgrowers find reliable andrepeatable genetic gain fromboth traditional and subjectiveassessments.”

More detail about the trialcan be seen in the current editionof Beyond the Bale which is nowonline and interactive at http://beyondthebale.wool.com.

Chairman of theAustralian Merino SiresEvaluation Association and theElders Balmoral Sire EvaluationTrial, Tom Silcock said, “theBalmoral Sire Evaluation siteran the 1999 drop wethers for anadditional two years, in anattempt to demonstrate the wayvarious genetics performdifferently over time. With AWI’srecent commitment of funding,the Balmoral site is now able torun the Ewe LifetimeProductivity Trial and we lookforward to evaluating lifetimefertility and performance.

“We have just joined 2160ewes at Tuloona near Harrow, to24 diverse sires from aroundAustralia. Monitoring the femaleprogeny and their productivitythrough their breeding life isgoing to be fascinating.

Norwegian designer’s book likely to be made into moviePANAJI, APR. 01—

Norwegian fashion designer Inger Solberg, who has penneda book on her experiences in India and the people she came acrossin this “colourful” country, says talks are on to make a film basedon the novel.

The book titled ‘Pushpa’, published by Mahaveer Publishers,was recently launched in Goa in the presence of Danish actressesDina Rosenmeier and Benazir Braae along with French actressMarianne Borgo.

“We are negotiating with both foreign and Indian filmcompanies, who are offering to make a movie on this,” Solbergtold PTI after the launch of the book near here.

“The book is a combination of what I have lived through,what I have heard, what I have seen and then of course what I livein this country where there are lot of colours. I have added somemasala to it to make it really nice reading and selling book,” shesaid.

Solberg thinks Rosenmeier is best fit to play the female lead

role.As for the role of Indian male, the writer says, she would

prefer Hrithik Roshan or Salman Khan to play the role.“For the Indian male, I suggest Hrithik or may be Salman

Khan, Salman is a very good man. I would be very happy to workwith the Khan family,” she commented.

Born in Norway, the writer came to India years back withjust USD 40 in her pocket and went on to establish fashion designingbusiness here.

“I was born in Norway... I was crazy about India since myschool time... The religion and the system here always amazed me.I managed to come down here when I was in my early 20s and Iused to work here. I am a fashion designer. When I took mygraduation I started my collection and came to India to produce mygarments. Now I am based in Goa,” she said.

Explaining the significance of the title of the book, she said‘Pushpa’ was the name by which her friend used to fondly call her.

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PAGE 4. TECOYA TREND, THURSDAY, APRIL 02, 2015

On the consumer front, Mr. Maheshwari said that BirlaCellulose has ensured that the consumers can know that they arebuying garments with the Liva fabric by collaborating with brandand retailers, who will promote the Liva garments on shelf byattaching a Liva tag to each garments.THE LIVA SOIREE

The launching ceremony of Liva was attended by galaxy ofcustomers and textile value chain partners and associates of BirlaCellulose. The launching of Liva, Mr. Rajeev Gopal said, is alandmark in the annals of Indian textile and fashion industry wherea new ingredient brand has born. A brand which Birla Cellulose isconfident will delight consumers for generations to come. Thisbrand is a result of extensive work over the last two years withconsumers, designers, brands and retail and we are sure that thisbrand will re-write history of Indian apparel and fashion industry.

Liva to delight customers with its fluidity

the expanse of the fabric Liva while Narendra Kumar, well knownfor his structured silhouette and sharp tailoring, displayed thefluidity of the fabric, using Wateras the inspiration. Anita Dongre,who is known for her wide range -prêt to couture, traditional tocontemporary, classic to avant-garde and desi to global, tookinspiration from FIRE to bring alive the fiery fluidity of LIVA. Thehighlight of the showcase was show stopper Kangana Ranuat,walking the ramp in a gorgeous Liva creation.

Continued from Page 1 Col 6

Mr. K. K. Maheshwari, Managing Director, Grasim Industries Ltd, launching the Liva Brand.On his left is Mr. Adesh Gupta, CFO of the Company and on his right is Mr. Rajeev Gopal, CMO of the company.

Mr. Maheshwari said that with Liva, Birla Cellulose hascreated a distinctive and relevant end-consumer promise. Withyears of experience and several intense rounds of understandingconsumers, we have found one that we believe resonates stronglywith their desires and beliefs.

Not only does it fully satisfy them on the aspect of being anatural product, it also delights them on the distinctive aspect ofthe product which is its soft drape, or “fluidity”, Mr. Maheshwaripointed out.

The Liva soiree saw a beautiful amalgamation of the fiveelements to bring out the essence of Liva, in a fluid fashion showcasetitled ‘Panchtatva’. James Ferreira, renowned for his subtle non-literal infusion of Indian elements, presented the Liva Collectionthemed AIR. Puja Nayyar, known for her unique ideation towardsexperimentation in design, used EARTH as an element to showcase

Expressing her views regarding Liva Fabrics, ActressKangana Ranaut said “When I saw the fabric I was really surprisedat how flowy and fluid it was. It draped by body in just the rightway, wasn’t too boxy or too tight. The fabric moved as I moved. Ithink it’s the kind of fabric that can go well with any clothing andoccasion. Moreover, I personally feel that Liva is going to play avery important role in the world of fashion. People always wantsomething new; something exciting and I can see it happeningwith Liva. The collections seen tonight are very much testament tothe great potential the brand has for women’s wear. It feels great tobe here tonight with the wonderful design team from Liva, and ofcourse, the absolutely brilliant designers who have show cased theircollections.”

Expressing confidence in Liva brand, Mr. Manohar Samuel,President at Birla Cellulose, said that it will be a landmark in theIndian textile and apparel industry. It is sure to become the preferredchoice of textile value chain partners & brands, retailers and thefinal consumers, he said.

When Joan Rivers used to ask red carpet celebrities, “Whoare you wearing,” she brought designer awareness to the masses.The same can be said for designer collaborations that bring highfashion names to the everywoman. That is why even though somewere singing a swan song for diffusion lines a couple of years ago,retailers continue to bank on them. However, some are asking whois benefiting more from these liaisons – the stores or the designers?

“From a balance perspective, the retailers have the greatestpotential to benefit while the designers bear most of the risk,” saysKaren Kreamer, president of K2 Brand Consulting. “Correctexecution is critical to the success of designer collaborations. Whilethese efforts bring luxury design to a broader audience, exclusivityis still the strategic core of high-end fashion brands.”

At the same time, designers both newer and established stillstand to reap benefits from the partnerships.

“Designers receive broader exposure, the chance to dress fanswho can’t afford their signature lines, and the opportunity to strikea blow against counterfeits and unauthorized copies by essentiallyknocking themselves off at a more accessible price point,” explainsFordham University professor Susan Scafidi, founder and academicdirector of the school’s Fashion Law Institute. “The infusion offunds from a mass market collaboration can be especially welcometo emerging editorial darlings with large stacks of press clippingsbut small hordes of cash. Returning customers – for either the storeor the designer – are a bonus.”

Already, the majority of shoppers (54%) say they “love orenjoy” clothes shopping – a figure that jumps to 65% among women,according to the Cotton Incorporated Lifestyle MonitorTM Survey.Most women (60%) typically buy new and different items whenthey purchase new clothes, rather than simply replace their currentstyles.

Additionally, the MonitorTM survey finds that the largestpercentage of women buy most of their clothing at chain (23%)and mass (23%) retailers. That’s followed by specialty anddepartment stores (12%). So it makes sense that any designer wouldwant to go where most of the shoppers will be found.

Some of the latest designers to join the diffusion party includethe three who created lines for Dress Barn’s new Dressbar concept:Carmen Marc Valvo, Heidi Weisel, and Michael Smaldone. Thedresses are being sold in-store and online for $42 to $70 – as opposedto the hundreds or even $1,000+ that the designers’ topline piecescould garner at department and specialty stores.

That price tag easily fits what the MonitorTM survey findsto be the average U.S. women’s monthly apparel budget of $72.Some other 2015 designer collaborations that money-mindedconsumers will appreciate include Samantha Pleet for UrbanOutfitters, Lily Pulitzer for Target (including plus sizes), and Millyfor Kohl’s. This year will also see collaborations from big namesthat each have their own unique following: Kendall & Kylie Jennerfor TopShop, Coachella for H&M, and Peter Max for AmericanApparel.

Diffusion lines hold special appeal for the 37% of MonitorTMsurvey female respondents who say they are likely to buy clothesfrom a store that offered pieces from a well-known designer thatcouldn’t be bought anywhere else. Another 23% of females saythey would buy celebrity-endorsed apparel if it was exclusive to aparticular store. Generation Y and X women are more likely to saythey are likely to buy clothes from a store that offered pieces froma well-known designer (42% and 46% respectively) and would buyexclusive celebrity endorsed apparel (34% each).

Kreamer says designer collaborations continue to bringenergy, excitement, and exclusivity to the stores.

“For the retailers, these are tremendous opportunities to drivestore traffic, offer exclusive products and strengthen the bondbetween the retailer and customer,” she says.

That’s even if every line doesn’t fly out of the stores – andnot every collab does. However, slower-selling combinations like2012’s Maison Martin Margiela for H&M, the Target-NeimanMarcus mash-up for holiday of the same year, and last fall’sAltuzarra for Target have not swayed retailers from the collaborationformula.

“Not every designer collaboration generates lines around theblock,” acknowledges Scafidi. “However, consumers restock theirclosets every season, and strategic designer collaborations can stillbenefit stores, designers, and customers.”

Scafidi points out that collaborations let designers test themass market without making a long-term commitment. Today’scollaboration, she says, could pave the way for tomorrow’s licensedproducts or diffusion line. And especially for fast fashion retailers,the designer affiliation still brings much appreciated cache.

“Early designer collaborations were a way for big-box storesand fast-fashion retailers to distinguish themselves from thecompetition and appeal to a more affluent audience – think IsaacMizrahi for ‘Tar-zhay,’” Scafidi says. “As these partnerships havebecome ubiquitous, they’re still the virtual oversized sunglassesthat disguise the reputational black eye some fast-fashion companiesget from being associated with knockoffs or poor-quality product.A Lanvin or Alexander Wang label on the next rack can elevate theentire aisle.”

Of course, these collaborations generate a lot of mediaattention for both the stores and designers. But Kreamer says realrewards go beyond the buzz.

“I believe the real benefit for the designer is the chance toreach potential customers and brand admirers,” she states. “Whena luxury brand becomes more accessible, new customers canexperience the brand, establish a relationship with the brand, andbecome loyal to the brand over time.”

High fashion foreverywoman