Birla Cellulose, part of the Aditya Birla Group, and Pune-based fashion label Ka-sha have formed a strategic alliance to launch a range of handcrafted and environmentally friendly products under the "Roz" brand.

Central to this collaboration is the use of the Reviva-M grade circular yarn blend, which includes native kala cotton, Birla Cellulose’s Birla Excel fibers, and cotton pre-consumer waste. These materials are crafted into stylish and comfortable garments, ideal for regular use, each piece featuring subtle yet significant details.

The "Roz" line has garnered significant praise for its ethical production practices and sustainable origins. The design-led brand aims to elevate India’s textile sector by blending style with ease of maintenance, showcasing a commitment to both fashion and environmental responsibility.