Aditya Birla Fashion and Retail Ltd.'s 'Peter England' partners with 'India Handloom Brand'

Aditya Birla Fashion and Retail Ltd.'s (ABFRL) most successful menswear brand 'Peter England' has announced a strategic collaboration with the Government of India's 'India Handloom Brand' to work together to promote the Indian handloom industry. The strategic partnership was announced in Delhi in the presence of Smriti Zubin Irani, Union Minister of Textiles along with Manish Singhai, Brand Head, Peter England.
Smriti Zubin Irani, Union Minister of Textiles, said, "Our partnership with Aditya Birla Fashion and Retail's well known brand - Peter England will allow weavers to satiate this demand by making their products available in the market. Weavers will also get the right value and visibility in the Mens fashion garments market for their quality fabrics, through this partnership with Peter England and their direct sales channel."
Manish Singhai, Brand Head – Peter England, Madura F&L, Aditya Birla Fashion and Retail Ltd said, "We are glad to partner with the Government of India's Ministry of Textiles for this initiative that plays a very important role in scaling up the 'Make in India' vision of the Prime Minister."
Handloom fabrics and handloom weavers form an integral part of the rich culture, heritage and tradition of India. With a view to promote the handloom industry on a sustainable basis, it is deemed necessary to produce quality fabrics with new design for winning the trust and confidence of customers.