Arvind Ltd came up with a latest product called Azurite which is a saturated indigo that offers rich blue hues. It is a line of premium fabrics, in fact, Azurite is Arvind’s patented technology in India that uses Indigo dyed weft and warp yarns creating saturated blue fabrics. The Azurite product line is targeted towards the true connoisseurs of denim who appreciate very authentic and saturated indigo fabrics. The product lives up to its tagline ‘Nothing is Bluer’ and has a global cult following.
Neha, Senior Manager Marketing. explained, “When you wash this denim you have a high level of indigo concentration plus you get down to a real good peach level.” “Garment manufacturers are basically looking for something new in denim. One can make five to six variants of one product only which will still differ from each other,” she added. Arvind enhances the look of the Azurite denim fabric with ‘vintage’ finish. The company’s latest line of denim includes Boomerang™, Boomerang™ 360, Boomerang™ Bounce, Azurite™, and Hybrid Chinos, to name a few.
Arvind is a US $1.7 billion conglomerate operating in different segments like textiles, branded apparel and accessories, engineering and real estate.
