Following its entry into the home bedding segment with the launch of Hill & Glade earlier this year, Birla Century’s home division has introduced Virasat–a collection that aims to celebrate textiles and crafts of India.
Inspired by the artistic culture and rich legacy of Indian textiles, Birla Century, a division of Century Textiles & Industries Ltd., aims to enter into international markets with Virasat. The premium concept adds to its growing home furnishing segment.
“Virasat gets its inspiration from India’s handcrafting strengths and is a tribute to the genius artistry of our master weavers and Indian artisans,” R.K. Dalmia, Sr., president and director of Birla Century, said. “We are working hand-in-hand with artisans from across the country and believe that the power and potential of this thriving and creative workforce is rare and makes India a manufacturing hub of artistry that needs to be shared the world.”
The collection covers three distinct themes representing the royal heritage of Rajasthan–Nilakshi, Karigari from the Rann of Kutch and the historic significance of henna, and Mehak.
With Nilakshi, Virasat brings the enchanting city of Jaipur’s art of blue pottery and combines it with textiles to create bedding pieces that reflect comfort, serenity and elegance. With Karigari of Kutch, Virasat gives an ethnic touch to exclusively crafted bedsheets with the signature effect of colorful embroideries with mirrors, figurines and designs influenced by the city, while its Mehak Mehendi collection brings the sacred power of mehendi designs in home textiles with intricate patterned bed-sheets.
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Speaking at the launch of Virasat in Mumbai, Ashish Mehrishi, chief merchandising officer of home textiles and apparel fabrics at Birla Century, said, “Birla Century is committed to bringing innovations in the home-living sector. We strongly believe in our purpose of celebrating Indian artisans along with Birla’s momentous journey in the country by merging our quality offerings from Birla Century with the ethnic diversity of the country.”
Mehrishi said Indian consumers lean on design intricacies and want a sense of belonging to the cultures they represent.
Virasat presents more than 250 designs keeping the contemporary Indian consumer in mind while making it the perfect launchpad for international markets where consumers are enchanted by India’s regal arts. The Virasat Collection looks to offer its consumers a selection of three more unique themes next season that will expand its home bedding section.
The collection comes in a special range of festive packaging.
“Virasat represents the Birla Legacy, a legacy that we have inherited from the generational art forms and remarkable crafts of the country and aim to take this to the world,” Mehrishi added.
Processing 41 million meters annually. Birla Century produces a wide range of premium textiles, from bottom weights and suiting to finer fabrics and household linen. Birla Century has a “zero-compromise approach,” which means every process is supported with state-of-the-art machinery sourced from the best manufacturers around the world.