For a start, KG Denim will focus on supplying the eco-friendly products to overseas companies with leading stitched denim brands. The company has signed up with the Swiss-based Trailor AG for supplying these fabrics and garments. Eco-products made out of these fabrics will be sold under the Trailor brand name through the latter's extensive marketing network all over Europe.

Speaking to The Financial Express the general manager of the Garments Business Division of KG Denim, Rajiv Merchant said that the eco-friendly products will be sold at a premium and the price will be 15 to 20 per cent higher compared to the conventional denim fabrics. Trailor, he informed, is currently selling eco-friendly jeans at a price tag of between $ 69 to $ 75 a pair.

Merchant said that Trailor has also shown interest to promote these productsin the Indian market. However, he said that discussions over launching the Trailor brand in the Indian market are still at a preliminary stage as pre-launch consumer surveys are yet to be conducted. The price at which an `eco-friendly' pair of jeans would be sold at in the Indian market, Merchant said, could be priced anywhere between Rs 1000 to Rs 1200 a pair.

``KG Denim has recently been certified by the Swiss-based Institute for Marketeology (IMO) for manufacturing eco-friendly range of fabrics and garments. IMO has entitled KG Denim to deal with eco-products according to its existing Coop NATURA standards,'' Merchant said.

Officials from IMO, a certifying agency for eco-friendly products, had recently inspected the manufacturing facilities at KG Denim fabrics and garments division and have certified the new range as eco-products. Modifications have been carried out for making these products as per the standards laid down by IMO, Merchant adding that the yarn for these products will be procured from aCalcutta-based factory: Maikaal Fibres. The marketing of this yarn is currently being carried out by Remei of Switzerland, a company promoting the eco-friendly yarns.

Following strict standards and other terms and conditions laid down by the IMO for manufacturing these fabrics, KG Denim will start with a trail order to manufacture 15,000 meters of eco-friendly fabric for Trailor AG. KG Denim will make 12,000 pair of eco-friendly jeans for Trailor and expects to send the first shipment latest by the end of November 1999.

Whereas currently KG Denim has tied up with Trailor AG for supplying these eco-products, it may also look at similar tie-ups with other leading companies. Other well known eco-textile companies include Acutex, Eco Textiles and Eco Tag.