Financial Daily from THE HINDU group of publications
Thursday, Jun 10, 2004
Financial Daily from THE HINDU group of publications Thursday, Jun 10, 2004 |
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Marketing
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Strategy Crocodile to launch `Radiguard' trousers for mobile users G. Gurumurthy
Coimbatore , June 9 AFTER anti-fungal and fire-retardant characteristics apparels, it is smart trousers from the Crocodile International's Indian arm for the cell-phone buffs who are constantly seen glued to mobile phone, thus greatly exposed to the ultra magnetic emission from the cell-phones. The Crocodile's Indian joint venture company, Crocodile Products Private Ltd (CPPL) is to soon launch `Radiguard' specialty trousers whose pocket linings would be made of `e-shell (or emission shell as it is called) fabric. The e-shell fabric - the woven mix of cotton-polyester interlaced with titanium steel - is capable of filtering out the electro magnetic rays known to emit from the cellular phones which are said to be causing harmful effects on human body. The Radiguard-pocketed range of trousers from CPPL is likely to hit the market sometime next month, Mr Venkatesh Sivaraman, Managing Director of the company, told Business Line. The e-shell fabric being made from fine metal fibre and evenly covered by cotton yarns, there is no possibility for getting it electrocuted or activated by the customs metal detector. It will not also block the mobile phone signal as the fabric is designed to block only the harmful frequency and not the communication frequency. The material can be washed without any adverse impact on performance and its metallic fibres are not electroplated nor contain any chemical additives and hence environmentally safe, the company maintains. The company, according to Mr Venkatesh, imports the e-shell fabric from Taiwan for application as the `pocket' material in the Radiguard range of trousers produced for the Indian market. The presence of the titanium steel material in the fabric does not however affect the `feel' or `comfort' characters of the fabrics in anyway. The CPPL may initially launch the e-shell fabric trousers and may subsequently widen its application to other garments such as shirts or `T' shirts.
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