Reliance Industries Ltd.’s (RIL) iconic Only Vimal brand has achieved another feat in technological advancement with its DEO2 process technology that enables fabric to resist the settlement of micro-organisms, offering freedom from perspiration odour – has been granted a patent by the United States Patent & Trademark Office. The Indian Government has already granted patent to the DEO2 technology in July 2015.
Commenting on this remarkable achievement, Mr. Pradeep Bhandari, CEO (Textiles Business), RIL, said: “The US patent award is a testimony to our thrust on the technological innovation. Our textile manufacturing processes are amongst the best technologically and innovative processes available globally. At Reliance we emphasize on making cutting-edge concept design, processes and products research that provides benefits to the end customers.”
RIL has developed DEO2 a unique innovative fabric processing technology that provides anti-microbial finish on fabric that arrests the growth of fungi and bacteria, keeping the fabric clean and fresh. The process innovations allows it to process 100% wool, 100% rayon, 100% polyester, polyester/viscose, polyester/wool and other combination fabrics with anti-microbial coating.
RIL sells both fabrics as well as apparel with DEO2 under the Only Vimal brand. The Only Vimal fabrics are sold under DEO2 sub-brand and all apparels made out of DEO2 processed fabrics are labeled with detailing the concept and benefits of DEO2 fabric. Both Only Vimal DEO2 fabrics and apparels had already made a strong inroads into domestic markets.
The Only Vimal DEO2 fabrics and apparels are targeted at “man of action” who is typically young working executive in the age group of 21-35 residing in SEC ABC, having busy hectic lifestyle with extensive daily commuting. DEO2 is just what the “man of action” needs, expected to be at his best anywhere, anytime.
To grab the attention of the “man of action”, RIL has launched an aggressive advertising & promotional campaign for DEO2-based products this season. A high-end TVC was specially developed and telecasted for DEO2 which beautifully depicted its benefits. This is supported by a print advertising campaign in top newspapers and magazines. OOH and Digital are also being used in a big way. At the retail level, POP, posters, product catalog, etc., are extensively used.
The DEO2 technology allows fabric to prevent the settlement of micro-organisms offering freedom from sweat stink and aid maintain the fabric remain fresh throughout the day. The technology enables the fabric to withstand extreme temperature and demanding daily tasks. The fabric provides protection to the users even after more than 100 home washes.
Furthermore the DEO2 coating also provides protection from ill effects of ultra-violet rays emanated from sun rays.
In India anti-microbial products are being manufactured by other companies through a different process. However, RIL DEO2’s uniqueness rests in an environment-friendly process that helps produce skin-friendly fabrics.