To align with the new brand strategy, TENCEL™ new brand logo was also showcased during the Lakme Fashion Week, the biggest premier fashion event in India. As one of the key B2Me branding programs in the region, during the Fashion Week, TENCEL™ was featured in the spotlight through exclusive branding exposure at the main areas of the venue, including TENCEL^TM draping at the Central structure and the restaurant inside JioGarden, Bandra-Kurla Complex in Mumbai.

During the week, Lenzing also organized an exclusive customer event on Sustainable Day, where esteemed industry professionals shared perspectives of various facets of sustainability in the textiles & fashion industry. During the discussion session, Dr. Rossitza Kreuger from Fairtrade Europe commented on the multiple facets of sustainability in the textiles & fashion industry, while Mr. Jaspreet Chandhok, CEO of IMG Reliance, set the context of fibers in sustainable fashion and explained how their association with Lenzing is a big step forward in their sustainability agenda. Mr. Durai Palanisamy, Head of Pallavaa Group, key sustainable yarns and fabrics manufacturer, spoke about the need for sustainability and how Lenzing has been inspiring its sustainability initiatives since their association from 2003. Last but not least, Mr. Abhishek Bansal, Head of Sustainability at Arvind, third largest manufacturer of denim in the world, shared his perspectives on why Arvind has chosen TENCEL™ in its sustainability agenda in apparel.

During visit to the Lenzing booth, a number of local industry partners and customers showed a lot of excitement towards the role Lenzing plays in driving a more sustainable value chain.