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<ul><li>From Arvind Fashions to most recently, <keyword id="249815" type="COMPANY" weightage="20" keywordseo="Peter-England">Peter England</keyword>, apparel makers are now betting on <keyword id="9413086" type="UNKNOWN" weightage="20" keywordseo="anti-viral-fabric">anti-viral fabric</keyword>. </li><li>However, while it may seem attractive to consumers, its effectiveness in fending off COVID-19 has not yet been proved.</li><li>Smaller companies like Nirvana Being, denim fashion brand Freakins are selling anti-viral masks.</li></ul>With the fear of the coronavirus pandemic still looming large, retailers and brands have been innovating to bring out new products which suit the ‘new normal’. From Arvind Fashions to Bhilwara-based Mayur Suiting and most recently, Peter England, apparel makers are now betting on anti-viral fabric. Both Arvind and Peter England have partnered with the Switzerland-based <keyword id="9610229" type="UNKNOWN" weightage="20" keywordseo="heiq">HeiQ</keyword>, a leader in the textile innovation sector, to bring out the anti-viral collections. HeiQ Viroblock claims to reduce viral infectivity by 99.99% and also says it is one of the first textile technologies in the world to claim such efficacy on SARS-CoV-2. “HeiQ Viroblock is a special combination of our advanced silver and vesicle technology that has been proven effective against the human coronavirus 229E and SARS-CoV-2, causing Covid-19, with 99.99% reduction of virus in 30 minutes. It is a safe, hypoallergenic and patent pending technology,” said Carlo Centonze, CEO, HeiQ Group in a statement. However, while it may seem attractive to consumers, its effectiveness in fending off COVID-19 has not yet been proved. “Resistance to COVID-19 is yet to be assessed,” said a disclaimer by Peter England. "The demand for textile with antimicrobial material has picked up in the market amidst the COVID-19 pandemic, and these are being used to manufacture N95 masks, surgical masks, PPEs and food packaging bags. While its true efficacy in the long term is yet to be proven, however, in the short and medium term this trend will certainly be relevant to the manufacturers," said <a href="https://www.outlookindia.com/newsscroll/fiscal-health-anticovid-fabrics-go-viral-ians-exclusive/1878891">Pinakiranjan Mishra, Partner and Leader, Consumer Products and Retail, EY India.</a> But the big brands aren’t the only ones to begin marketing anti-viral fabrics. Smaller companies like Nirvana Being, denim fashion brand Freakins are selling anti-viral masks. “These facemasks are also treated with anti-viral nanotechnology that actively inhibits viruses and kills bacteria upon contact to the surface, but also minimizes the potential for re-transmission of pathogens from textiles to surface and is suitable for everyday use and retains its fundamental properties for up to 40 washes,” said a statement by Freakins. Meanwhile, Nirvana Being said that their masks are viral filtration efficiency (VFE) is certified and tested by Nelson Labs, USA. "We also do not have any form of coating on our masks as coatings tend to disappear after one wash. All our products were created for the mass market after thorough research wherein the team realized that COVID-19 particles have a diameter of close to 0.12 microns, and standard media and HEPA filters, which are somewhat porous, cannot filter nano-particles smaller than 0.3 microns. Therefore, Nirvana Being developed a filter using nanotechnology to filter at 0.1 micron. In short, our masks are designed to filter particles which are even smaller than COVID-19 particles with high efficiency," Jai Dhar Gupta, founder and CEO, Nirvana Being told Business Insider. But it is important to remember that they are not proven to be effective against COVID-19 and therefore, no matter what you are wearing, you can never be too safe. Update: The story was updated to add Nirvana Being's comments SEE ALSO: <a href="https://www.businessinsider.in/business/telecom/news/vodafone-idea-and-airtel-face-tough-questions-from-supreme-court-justice-arun-mishra/articleshow/77067202.cms">'How do we catch hold of you' – India's Supreme Court asks Vodafone Idea and that was just one of the many barbs</a> <a href="https://www.businessinsider.in/business/news/mukesh-ambani-owned-reliance-jio-compared-to-alibaba-and-tencent/articleshow/77059624.cms">If Alibaba and Tencent are rolled into one, it may look a lot like Mukesh Ambani’s Reliance Jio ⁠— only much smaller for now</a>

From Arvind Fashions to Peter England, apparel makers are betting on anti-viral fabric but they might not necessarily fend off COVID-19

Kolkata, June 24 () Quick to recognise the need for clothes that will help to sanitise the wearer from COVID-19, an Indian textile company has adopted the Swiss HeiQ Viroblock technology which claims to have a proven effect against the virus. The garments of ViroSecure fabric of the textile company will provide self sanitisation by 99.99 per cent of the COVID-19 virus in 30 minutes, sources in the textile company said on Wednesday. The RSWM Ltd, the flagship of LNJ Bhilwara Group, which owns Mayur Suiting in a statement claimed on Wednesday that the revolutionary viroblock technology is among the first textile technologies in the world to have a proven effect against the virus. It will be used to make uniforms for not only frontline health care workers, but also for school children, defence and police personnel as well as for general suiting and shirting purposes, the statement said. The price of the antivirus fabric starts from Rs 400 per meter and will be available in multi-brand outlets across the country from July 20, it said adding the new launch will rejuvenate Mayur Suiting for a comeback in the market. There is a significant uptake in the demand for the anti-viral fabric technology and with this we are targeting 20 per cent of the sales from the ViroSecure fabric in this fiscal,, Mayur Suiting and LNJ Denim CEO and business head, Suketu Shah said. The 20 per cent sale would translate into Rs 550 crore to Rs 600 crore additional revenue for the company. Tests conducted by the Swiss textile innovator in association with the Peter Doherty Institute for Infection and Immunity in Melbourne, Australia, has shown that the fabric demonstrated a rapid antiviral action against the severe acute respiratory syndrome coronavirus-2 (SARS CoV-2) strain, which causes COVID-19, company sources said. BSM KK KK KK

Textile company to sell anti-COVID-19 fabric

<ul><li>The lockdown has led to many brands experimenting with 'anti-virus' offerings, to capitalise on the pandemic.</li><li>We put together a list of some products that have been widely spoken about. Luckily, ASCI is taking note.</li></ul>Since the Covid-19 virus came into our lives a few months back, our lives seem to have changed forever. We are living in a new reality, a new world, one we had only seen in sci-fi movies. For months now, the brightest brains of the world have been working tirelessly to find a cure for the virus. However, while we are still some time away from coming up with a vaccine, this time has also led to people think ‘out-of-the-box’ and come up with ‘solutions’ that can help people fight, if not completely cure the virus. Recently yogaguru Baba Ramdev and his brand <keyword id="6356684" type="UNKNOWN" weightage="20" keywordseo="patanjali">Patanjali</keyword> came under fire after they claimed to have launched a drug that could cure the virus. However, after the company faced criticism, the company’s CEO said that they never claimed that the drug could cure or control the coronavirus. ANI quoted Acharya Balkrishna, CEO of Patanjali saying, “We never told the medicine (Coronil) can cure or control Coronavirus. We said that we had made medicines and used them in clinical controlled trials which cured corona patients. There is no confusion in it. Over the past few months, we have seen many brands come up with products ranging from bizarre to plain ridiculous, all with the same promise, of being able to either cure or control the virus. While many made us laugh out loud, there were still some that made us sit up and think, how did these products ever get approved? And why do people fall for these marketing gimmicks? We scouted the internet to bring to you some of the most ‘innovative’ inventions we witnessed during the pandemic. Siyaram’s Anti-Corona fabric Siyaram’s recently launched its Anti-Corona range of fabric that it claimed had been tested by WHO (World Health Organisation) approved labs to fight against the spread of pandemic. It also claimed in a release sent to us that it is 99.94% effective against killing Coronavirus (H1N1), SARS, Influenza virus with a broad range of Anti-Microbial treatment. <div type="twitter" handle="SiyaramsIndia" handlename="Siyaram's India" image="http://pbs.twimg.com/profile_images/1221770070939979778/78H8ckE-_normal.jpg" favoritecount="4" retweetcount="1" status="Your trusted suitings &amp; shirtings fabrics are now available with HealthGuard® Australia’s technology that protects… https://t.co/yD1IIFxhno" createdat="1595153340000" id="1284792348958797824"></div> UPDATE: In an official statement speaking about its product, Shridhar Soni, Vice President- Sales and Marketing, Siyaram Silk Mills Ltd said, "We have launched our range of Anti-Corona fabric after conducting proper research and collecting data by testing the fabric at WHO certified &amp; Government approved Indian laboratory, reputed Australian laboratory using internationally accepted protocols. The tests conducted on the treated fabric establishes that it comprises anti-viral and anti-bacterial properties and is also effective against corona viruses, by reducing the infectious viral load on the treated fabric. The 'anti-corona fabric' is made after treatment with technology from Australia's HealthGuard Corporation Pty Ltd by applying HealthGuard AMIC which has proven effective against bacteria and viruses including the novel SARS-CoV2. It stops virus transmission through treated fabric to any surface. <keyword id="1031192" type="PERSON" weightage="20" keywordseo="Siyarams">Siyaram's</keyword> has always believed in serving the Indian society by providing innovative products with complete dedication and honesty. As the world fights against an unusual situation, we hope that we play our part in overcoming these tough times with the best of our abilities". Bhabhiji Papad A video of BJP MP Arjun Ram Meghwal where he was seen promoting a product called <keyword id="9632350" type="PERSON" weightage="20" keywordseo="bhabhi-ji-papad">Bhabhi Ji Papad</keyword> went viral. He claimed that the product can be very effective in fighting the virus as it helps develop anti-bodies that can fight the virus. <div type="twitter" handle="scribe_prashant" handlename="Prashant Kumar" image="http://pbs.twimg.com/profile_images/1286229013921296384/VmhAMdPB_normal.jpg" favoritecount="1947" retweetcount="796" status="Watch: MoS Arjun Ram Meghwal launches Bhabhi ji papad, says it will help people fight Corona Virus. “It will be v… https://t.co/GqB57Odrgu" createdat="1595556790000" id="1286484539930341376"></div> Modern Immuno Bread This seems like a product that could help you fight the virus, right from your breakfast. The product contains ‘Ayush Ministry recommended immunity ingredients’ that include turmeric, ginger, clove, black pepper, cinnamon, cumin and jaggery. <div type="twitter" handle="LloydMathias" handlename="Lloyd Mathias" image="http://pbs.twimg.com/profile_images/459068431027826689/OoV8_z_6_normal.jpeg" favoritecount="38" retweetcount="10" status="Strange things #COVID19 does: Modern Foods has just launched a bread that can help boost immunity with turmeric, gi… https://t.co/DJp0EKWYsb" createdat="1594910469000" id="1283773672679895041"></div> Update: Following complaints about the claims of the brand, we came to know that this product has been pulled off the shelves. <div type="twitter" handle="ascionline" handlename="ASCI 77100 12345" image="http://pbs.twimg.com/profile_images/875219584462143488/wkrgIEo1_normal.jpg" favoritecount="42" retweetcount="15" status="ASCI examined this complaint and we are happy to share that the advertiser has confirmed that the product is withdr… https://t.co/m1FIF12qgf" createdat="1595500044000" id="1286246529666187264"></div> Zodiac’s Securo range of shirts In an ad for its Securo brand, <keyword id="131908" type="ORGANIZATION" weightage="20" keywordseo="Zodiac-Clothing">Zodiac Clothing</keyword> claimed that it uses the HeiQ Viroblock technology that kills 99% of the Covid-19 virus. <div type="image" title="Screenshot_20200724-124408" msid="77143694" hostid="261"></div> Arihant Anti-Corona mattress This mattress by brand Arihant claimed to be ‘<keyword id="9174316" type="COMPANY" weightage="20" keywordseo="anti-coronavirus">Anti-Coronavirus</keyword>’. However, soon after the ad came out, an FIR was lodged against the proprietor of the furniture manufacturing company. <div type="image" title="19BM-mattress-ad" msid="77143733" hostid="261"></div> Biryani Blues' Supermeals with Immunity Booster Meanwhile, there was another print ad of a restaurant called Biryani Blues that claimed to be serving Biryani with ingredients to boost immunity. While this ad doesn’t mention Covid-19 or Coronavirus in the copy, it still seems to be taking advantage of the situation. <div type="twitter" handle="atuln" handlename="atul s nath" image="http://pbs.twimg.com/profile_images/1278938427866533888/p4Qimajr_normal.jpg" favoritecount="0" retweetcount="0" status="@ambimgp @HUL_News @ascionline @Sam_Balsara @rameshnarayan Here you go Ambi.. this is brand new https://t.co/lIOYXr3JWE" createdat="1595571103000" id="1286544572349181957"></div> Meanwhile, there was also a discussion on Twitter about the claims of Lifebuoy’s hand sanitizer boosting immunity. While the product was launched much before the spread of the Coronavirus, brand consultant Karthik Srinivasan wrote in a tweet that nobody had bothered to check the claims of the brand for 4 years, considering it was launched in 2016. <div type="twitter" handle="LloydMathias" handlename="Lloyd Mathias" image="http://pbs.twimg.com/profile_images/459068431027826689/OoV8_z_6_normal.jpeg" favoritecount="107" retweetcount="7" status="A hand sanitizer that can 'boost immunity' sounds a bit stretched, doesn't it? 🤔 https://t.co/aCKQu0PUfC" createdat="1595318542000" id="1285485254430519300"></div> <div type="twitter" handle="beastoftraal" handlename="Karthik" image="http://pbs.twimg.com/profile_images/1140493276316745734/WH-6N17h_normal.jpg" favoritecount="3" retweetcount="0" status="@LloydMathias @ambimgp @EconomicTimes @shambhaviET @amazonIN Interestingly, they launched this in 2016, l-o-n-g- be… https://t.co/0KvJqmQO8Z" createdat="1595400577000" id="1285829333546758144"></div> We are sure we will come across more such products in the next few months. In case you come across similar ads and products, write to us at samarpita.banerjee@timesbridge.com

Covid-19 has made for some very interesting inventions in the past few months. We list some bizarre products we have come across

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From Arvind Fashions to Peter England, apparel makers are betting on anti-viral fabric but they might not necessarily fend off COVID-19

Sanchita Dash

Textile company to sell anti-COVID-19 fabric

PTI

Covid-19 has made for some very interesting inventions in the past few months. We list some bizarre products we have come across

Samarpita Banerjee

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