The first brands to offer Tencel denim will enter the market early this week. The new fabric will be introduced by Arvind Mills under the Lee and Arrow labels. In addition, the fabric will also be introduced by Mumbai-based Charagh Din and Jealous Fashion Wear Limited, and Delhi-based Charlie Creations Private Limited within the next week.

By the end of this year, a few other brands are expected to introduce ready-mades with Tencel blend fabrics -- including Bombay Dyeing's menswear label `Forest Hills'.

``We have been working at establishing partnerships with the existing textile mills in India since the launch of Tencel. As part of the on-going market development programme we are examining a range of fabrics to add to our Indian marketportfolio,'' says Tim Eynon, global business development director, Tencel Fibers.

With help from KSA Technopak, Delhi-based management consultants, Accordis has also identified textile manufacturers like Mafatlal, Raymonds, Garden Silk Mills, and Rajasthan Spinning for developing more Tencel blends.

Accordis plans to extend Tencel to yarn-dyed shirtings too. ``We have tied up with vertical organisations within the textile industry,'' says Eynon, spelling out the criterion for selection of the mills.

The new fabric is a blend of denim and Tencel fibers. Launched in May 1997, Tencel is a solvent-spun cellulosic fiber patented by Courtaldus Plc of UK, which is now part of Accordis.

The Arvind Mill's range will include a series of styles and fits under the Lee and Arrow range. Starting with indigo denims, the company will incorporate the fiber to manufacture flat chinos as well. The company is focussing on the upper-end of the casualwear market in India. The Tencel indigo denims will retail in the Rs 800to Rs 1000 price bracket for shirts and the Rs 1,000 to Rs 1,400 range for jeans. These co-branded garments will command a 15 per cent to 20 per cent premium to Arvind's non-Tencel range under Lee and Arrow.

The launch of Tencel Denims will be supported in the market with an ingredient marketing drive by Accordis-as well as an independent communication package to be unleashed by Arvind Mills. As part of an Accordis and Arvind Mills co-branding exercise, all garments under the range will include tags and point of purchase material bearing the Tencel name.

All Lee and Arrow outlets will splash posters, questions-and-answer sheets and other display materials to educate the consumer about Tencel. The Arvind Mills communication package includes a press and outdoor campaign, besides below-the-line promotions. Similar initiatives will be taken up by the other players introducing the fabric.

Accordis claims to have invested extensively in the product development process in India. Besides assisting textileplayers like Arvind Mills with technical know-how and the manufacturing process, the company is also making efforts at marketing the finished fabric to international fashion labels.

The Tencel blend fabrics are also showcased at international exhibitions and trade fairs. The idea is to eventually, be able to use India as a potential export base for the US and Europe, for Tencel blends.