Burlington’s textile range now in India

July 24th, 2008 - 6:52 pm ICT by IANS  

New Delhi, July 24 (IANS) With top-notch models like Nina Manuel and Sahil Shroff walking the ramp, Burlington Worldwide - a division of the US-based International Textile Group (ITG) - has launched its range of premium worsted suiting here, targeting the upper end of the market. And, with leading designers like Raghvendra Rathore, Ashish Soni and Varun Bahl giving the fabric a resounding thumbs up, the company is upbeat about its prospects in the Indian market.

“These designers have shown how trendy and stylish one can be in our fabrics,” ITG president and CEO Joseph L. Gorga told IANS at the fabrics’ launch here Wednesday.

While Burlington will be importing the range of fabrics into India, it has also invested Rs.120 million in a strategic alliance with Amritsar-based textile major OCM India Ltd. to enhance the value of its products. New York-based W.L. Ross & Co. owns a majority share in both ITG and OCM.

“Our main aim is to maintain the versatility of the fabric but at the same time think about the diverse ways it can be used,” said OCM CEO Rajeev Surana.

“We are hopeful that our technical association (with ITG) will be commercially successful,” he added.

“We believe in two things - loyalty and commitment. These are the ingredients of success of this association.

“It is a two way process. We are helping them in marketing their product through our network and they are helping us enhance the quality of our products,” Surana added.

The Burlington range will hit the market within a month, with prices starting at Rs.3,000 per metre and going up to Rs.8,000 per metre.

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