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