While Hemant Trivedi used Morarjee's varied fabrics to create a gagra choli from 100 per cent polyester saris, Krishna Metha has worked with 100 per cent Morarjee Cotton Voile for her collection of ethnic wear.

Jay Ramrakhani, known for his classic western wear, has used the company's floral fabrics in soft colours, for his collections.

Rocky S, who designs for Bollywood stars, has created wears for trendy teenagers and tiny tots from Morarjee's printed fabrics. The technology provided by leading Italian major Manifattura Castiglioni helped the designers to stretch their creative limits, company sources said.

Designers can also use the company's new design studio for creating their own exclusive design through CAD/CAM systems. It is believed that such anarrangement for designers is the first of its kind which will help them to distance from imported fabrics.

The new programme is part of Morajee's efforts to reposition itself in the high-value added segment of both domestic and international markets and the creating of a new image in tune with the times.

The company has invested around Rs 25 crore for the modernisation of its process house at Lower Parel in central Mumbai. It has recently entered into a tie-up with an Italian major to form a joint venture called Morarjee Castiglioni.