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Our Bureau

Hyderabad , June 22

Neva Garments Ltd has announced the launch of NevaMod range of innerwear and bath-linen in a co-branding partnership with Birla Cellulose, the fibre division of Grasim Industries of the Aditya Birla Group.

At a function here on Wednesday, the companies unveiled NevaMod freshness wear, super premium range of innerwear and bath-linen. Neva Mod is made from Birla Modal, a new generation fibre. Birla Modal is 100 per cent natural and eco-friendly, biodegradable fibre made from high quality wood pulp, a renewable natural resource. The innerwear industry is estimated to be about Rs 4,000 crore.

Mr Manohar Samuel, VP, Business Development of Grasim Industries, said, "Through this co-branding programme, Birla Modal fibre is supplied to Promotional partners who have cutting edge marketing focus, innovative mindset and technological capabilities".

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