Aditya Birla Group to launch linen blended fabric

The Aditya Birla Group is launching a linen-blended fabric called Cavallo by Linen Club at a lower price point for Durga Puja.

The product will be available at 60 per cent of the price of Linen Club.

The Aditya Birla Group has already launched Cavallo Studio, its readymade range, on e-commerce, and it has got very good traction. Now it plans to launch this in the market, for bespoke tailoring. Besides, the company is making ready-made cuts of trouser lengths and shirt lengths and selling them as a combo. It is getting good traction on its overall EBO business.

The company also plans to introduce certain smart innovations on Linen Club. One such big innovation will hit the markets before Diwali. In its ready-made business of Linen Club Studio and Cavallo, it will soon launch its work from home range.

The Aditya Birla Group is an Indian multinational conglomerate, headquartered in Worli, Mumbai, Maharashtra, India. It operates in 34 countries with more than 120,000 employees. The group was founded by Seth Shiv Narayan Birla in 1857.

The group has interests in viscose staple fiber, metals, cement, viscose filament yarn, branded apparel, carbon black, chemicals, fertilizers, insulators, financial services, and telecom.

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