An excellent fashion show by Arvind and Birla

2. In a spectacular turn of events, two of India’s largest textile conglomerates joined hands
for a fair cause. While Birla Cellulose focused its efforts on R&D to create the unique Excel
fiber made of super refined wood pulp, Arvind with its expertise in denim mastered the
craft of weaving it into a lustrous fabric. The Arvind Limited Established 1931, and Birla
Cellulose established1954 bring you the revolutionary ‘Excel Denim’.
A product that was received especially well in the International markets, Excel Denim is a
class fabric with superior strength, luster, bounce, softness and comfort. High moisture
absorbency and higher wet stability add to the uniqueness of this fabric. And with such
notable characteristics, there is no denying that Excel Denim will focus primarily on the
women’s wear market.
As the two textile giants surge forward with the innovative Excel Denim, internationally
acclaimed designer Rajesh Pratap Singh had been entrusted with designing an exclusive
collection for the India launch. So here’s a unique fabric from two world leaders in their
own rights, and garments by a designer known for aesthetics and simple designs, and an
obsession for fine details.
The culmination of this masterpiece was witnessed by a select audience from the Apparel
Industry at the India launch of Excel Denim in an exclusive show at Bangalore Palace in
Bengaluru.