The Luxury Chronicle

India – RSWM Ltd. launch of anti-viral fabric range ‘ViroSecure’ under Mayur brand

Bhilwara, Rajasthan – June 2020
Viro SecureTextile manufacturer RSWM Ltd., the flagship company of LNJ Bhilwara Group has announced  the launch of anti-viral fabric range ‘ViroSecure’ that claims to reduce 99.99% of the SARS-CoV-2 viruses in 30 minutes. The new range has been launched through a strategic technology partnership with HeiQ that lends its antiviral Viroblock technology to formulate a protective coating on the fabric to offer 99.99% protection against SARS-CoV-2 in just 30 minutes. With ViroSecure, RSWM is targeting 20 percent of sales in FY 2020-21.

‘ViroSecure’ will be marketed under Mayur, RSWM’s flagship brand for suiting and shirting. Mayur will be prioritizing and offering the Viro Secure fabric for making uniforms for frontline healthcare workers, school, children, and defense and police personnel, in addition to suiting and shirting requirements. ViroSecure will be available at multi-brand outlets across the country from 20th July, 2020 onwards, and will be priced affordably.

RSWM Limited

As per the press communication received from the company, HeiQ Viroblock*technology is among the first textile technologies in the world to have a proven effect against SARS-CoV-2 in the laboratory. Tests conducted by this Swiss textile innovator in association with the Peter Doherty Institute for Infection and Immunity in Melbourne, Australia (Doherty Institute) highlighted that treated fabric demonstrated a rapid antiviral action against the SARS-CoV-2 virus strain. The fabric sample with HeiQ Viroblock NPJ03 destroys viruses after 30 minutes of coming in contact. This offers a SARS-CoV-2 virus reduction of over 99.9%. Viroblock treated textiles are also hypoallergenic, self-sanitizing, and germ-resistant. The fabric has been made by Mayur Suiting with HeiQ Viroblock technology and tested successfully by HeiQ’s Switzerland laboratories.

Mayur Viro SecureSpeaking on the launch, Suketu Shah, CEO and Business Head, Mayur Suiting and LNJ Denim said, “As the world reels under COVID-19 impact, we, as a company have the responsibility towards our consumers, and are committed to equipping them with the resources to adapt to this new normal. We are pleased launch the ViroSecure fabric range that offers anti-COVID protection against the spread and transmission of the pathogen. Together with our partner HeiQ, we aim to become a reliable choice for consumers to bring in a seamless continuity to our lifestyle, enabling a secure and future-ready environment.”

Talking about the association with RSWM, Carlo Centonze, CEO, HeiQ Group said, “We are driven by the purpose of improving the lives of people and communities by perfecting everyday products. HeiQ’s Viroblock is a breakthrough innovation extending a special combination of advanced silver and vesicle technology. It is effective against the human coronavirus 229E & SARS-CoV-2, and lab tests have proven that it reduces 99.99% of the virus in 30 minutes. Testings conducted against the Sendai virus provide 99.2% reduction of the virus in two minutes and 99.7% in just five minutes**. As a leading homegrown textile company, we are pleased to partner with RSWM to extend our technology to millions of consumers in India and benefit the larger communities across the globe.”

RSWM Ltd., the flagship company of LNJ Bhilwara Group, producing high-quality cotton, mélange, synthetic and novelty yarns, along with suiting and denim fabrics. The polyester-viscose greige yarn from this factory is sold under the brand name ULTIMA®. Specialising in poly-viscose blends, LNJ Fabrics provides the fashion, protective wear and interiors markets with 15 million metres of fabric per year. Its two branded collections, Mayur and Cannello, are sold worldwide.

HeiQ was founded in 2005 as a spin-off from the Swiss Federal Institute of Technology Zurich (ETH). It is a leader in textile innovation creating some of the most effective, durable and high-performance textile technologies on the market today. With a total capacity of 35’000 tons per year HeiQ manufactures in the USA, Switzerland and Australia serving its chemical specialties in over 60 countries worldwide.

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