The launch of the exclusive coordinated designs in bed linen, upholstery and curtains, is part of the venture's long-term strategy of working out a niche for itself. The joint venture itself was forged keeping in mind the rapidly growing sector of home furnishings.

Morarjee Goculdas' CEO and executive director Pramod Sethi said, "Casabella embodies the class and finesse of traditional Italian expertise in home furnishings. It is bound to become a household name in the Indian market soon."

Poised to meet the increasing demand for value-added fabrics in the domestic and international market, group company Morarjee Mills has been actively investing in modernising of its plant and machinery to upgrade its products to global standards.

With the support of its joint venture partner, Morarjee Millshas modernised its complete process house and has also installed some state-of-the-art machines. The modernisation has cost the company around Rs 25 crore.

The future plans of the joint venture includes introduction of day curtains in both cotton and polyester, table linen, bed spreads, cushion covers, patenting of the designs and export of the furnishings to the European and Middle East markets.

Morarjee Mills is the country's fourth largest composite textile mill in India with well known capabilities for weaving, spinning and finishing including dyeing and printing. With the tiara of textile designing now resting in Italy, the joint venture with a leading Italian company will give it a cutting edge over its competitors, the company feels.