Birla Century: Launches home bedding ethnic collection ‘Virasat’

11 July 2022, Mumbai:

Birla Century announces launch of new home bedding ethnic collection ‘Virasat’ to highlight India’s artistic legacy External Inbox.

After a stellar entry into the home bedding segment with the launch of Hill & Glade earlier this year, Birla Century's home division has announced the launch of Virasat – a collection that aims to celebrate textiles and crafts of India.

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Inspired by the artistic culture and rich legacy of Indian textiles, Birla Century, a division of Century Textiles & Industries Ltd aims to foray into the international markets with Virasat and is excited to add this premium concept its growing home furnishing segment which represents Indian ethnic trends, regional colour palettes, and innovative artistry of the country.

Unveiling the collection at a high-profile distributor meet, Mr R.K. Dalmia, Sr. President & Wholetime Director shared the company’s vision to highlight the country’s ethnic uniqueness and take the pride of Indian artistry to the world.

“Virasat gets its inspiration from India’s handcrafting strengths and is a tribute to the genius artistry of our master weavers and Indian artisans.

We are working hand-in-hand with Artisans from across the country and believe that the power and potential of this thriving and creative workforce is rare and makes India a ‘manufacturing hub of artistry’ that needs to be shared the world.”.

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