Linen fabrics yet to catch the attention of Chennaites

Chennai:

Linen fabrics are suitable for the climate in Chennai but due to lack of awareness, the fabric is yet to be a hit in the city and state, according to president of Aditya Birla Textiles division S Krishnamoorthy.

Addressing reporters after the launch of third exclusive showroom in Tamil Nadu here on Wednesday, Krishnamoorthy said linen fabrics is extremely suitable for the climate of Chennai as it is skin friendly and anti-bacterial in nature.

He said the fabric’s moisture absorption capacity is double than cotton and it keeps one cool in summer and warm in winter.

He said the sales in Tamil Nadu has not picked up when compared to other southern states like Karnataka, Kerala and Andhra Pradesh.

Interestingly, the showroom in Chennai is the 76^th exlusive showroom in Linen club fabrics in India and third of Linen Club Fabrics, the premium brand from Jaya Shree Textiles, a unit of Aditya Birla Nuvo Ltd, in Tamil Nadu.

Krishnamoorthy says that in the next two years Aditya Birla Nuvo ltd plans to open 200 showrooms across India with four to five showrooms in Tamil Nadu this year. The showrooms in the state would be opened at Tirupur, Erode, Salem and other locations. “We are also planning to open a showroom in Pondicherry,” he added.

Aditya Birla Nuvo has a share of 75 per cent in the Linen fabrics segement with a turnover of Rs 600 crore. Interestingly, in Tamil Nadu, the turnover is only five per cent and the target is to increase it to 10 per cent, said Krishnamoorthy.

Linen Club is popular with the leading garment brands of India such as Colour Plus, Louis Phillipe, Van Heusen, Wills Lifestyle, Park Avenue etc. The popularity and trust in Linen from consumers is growing and the opening of the showroom is a big step forward for natural fabric lovers of Chennai.