Reliance In­dus­tries for­ays into co-branded ap­parel busi­ness with R|Elan™ fab­rics

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Tak­ing a firm step for­ward, Reliance In­dus­tries Ltd (RIL) has for­ayed into co-branded ap­parel busi­ness with the launch of R|Elan™ high-per­for­mance fab­rics brand re­cently in Ben­galuru...

Tak­ing a firm step for­ward, Reliance In­dus­tries Ltd (RIL) has for­ayed into co-branded ap­parel busi­ness with the launch of R|Elan™ high­per­for­mance fab­rics brand re­cently in Ben­galuru. The move is an ex­ten­sion of the polyester di­vi­sion of RIL, which is al­ways look­ing to de­velop value-added, easy-care, and more com­fort­able fab­rics for the com­mon man.

As an in­dus­try leader and a pi­o­neer, the com­pany has un­der­taken ex­ten­sive R&D, us­ing its ex­per­tise in fi­bre re-en­gi­neer­ing, to cre­ate R|Elan™ – a port­fo­lio of spe­cial­ity fab­rics with ac­tive par­tic­i­pa­tion of Hub Ex­cel­lence Pro­gram (HEP) part­ners, spread across var­i­ous tex­tile cen­tres of In­dia.

R|Elan™ is an um­brella brand from the house of RIL, en­com­pass­ing a range of new-age fab­rics. It is a per­fect blend of art and smart, with fab­rics pro­vid­ing en­hanced aes­thet­ics, per­for­mance and com­fort. Through this new ini­tia­tive, RIL aims to cater to all con­sumers across all ap­parel seg­ments – ac­tivewear, denim, for­mal­wear and wom­enswear. Along with this launch, RIL is also cre­at­ing ro­bust fi­bre-to-fab­ric value chain to en­sure that these in­no­va­tions match the com­mer­cial ex­pec­ta­tions of fash­ion brands. The new range aug­ments value through en­hanced breatha­bil­ity, dry feel, and anti-odour. The fab­rics come in vi­brant colours, have ex­cel­lent drape and hand feel, are among the most eco-friendly, and easy-care range. All these prop­er­ties are in­her­ent and per­ma­nent, giv­ing as­sured com­fort and con­fi­dence to end con­sumers. With in­creas­ing con­sumer de­mand for spe­cific higher per­for­mance ap­par­els, RIL is com­mit­ted to sat­is­fy­ing the grow­ing needs and has un­der­taken a pro­ject to cre­ate aware­ness among ap­parel brands and re­tail­ers on the same. It is also cre­at­ing a fully in­te­grated sup­ply chain to sup­port the pro­ject. All this is aimed at en­sur­ing brand de­light, as well as en­hanc­ing value at ev­ery level of the tex­tile value chain.

RIL has part­nered with more than 25 tex­tile play­ers that are equipped to pro­duce new-age fab­rics us­ing R|Elan™ tech­nolo­gies. RIL is pro­vid­ing the latest knowhow, spec­i­fi­ca­tions and ex­pert con­sul­ta­tion sup­port to these play­ers to en­hance and sus­tain the qual­ity of tex­tile. The pan-In­dia net­work will re­as­sure ap­parel brand own­ers and re­tail­ers about stream­lined pro­duc­tion, time­lines and stan­dard qual­ity. The event en­joyed a very pos­i­tive re­sponse from sev­eral brands/ex­port houses such as De­cathlon, Madura, Jockey, VF Corp., TSS etc. Gun­jan Sharma, CMO, RIL Polyesters and Rakesh Bali, Head, Mar­ket­ing, RIL Petro­chem­i­cals took the guests through the var­i­ous as­pects of R|Elan™.

In­tense dis­cus­sions be­tween R|Elan™ HEP part­ners and brand teams

R|Elan™ based seam­less gar­ments be­ing show­cased to prom­i­nent buy­ers

Gar­ments made from R|Elan™ were pre­sented on a fash­ion ramp

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