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Now, sweet-scented bed linen

india Updated: Dec 25, 2007 16:05 IST

IANS
Highlight Story

Lemon, aloe vera and ginseng too - newlyweds can now get cosy in varying fragrances all night long with aromatic bed linen. In an attempt to cash in on the country's burgeoning wedding market, city-based brand Maishaa's Collection is offering bed sheets, pillows and duvets in the three distinct fragrances.

The material used is Egyptian cotton. The delicate scents are inbuilt in the fabric and last for 20 washes.

"The line titled Fragrance Collection has been created keeping in mind fashion conscious brides and grooms to be," Amandeep Singh, director of A.K Retail Inc. that owns the label, told IANS.

"Newlywed fashion freaks who want to carry their best with them are our target customers," he said.

The range has self-prints in a colours ranging from earthy hues and soft pastels to bright contrasting tones of berry, volcanic sand, rich gold and silver.

Experts believe aromas lead to wonderful affects on newly wed couples.

R.K. Srivastava, consultant psychiatrist at Max Hospital, said: "Pleasant fragrances accentuate good moods and emotions, improve sexual relationships and most importantly reduce anger."

A single bedsheet costs Rs.2,595, king size sheet Rs.4,195, standard pillow Rs. 750, king size pillow Rs. 845 and duvets begin at Rs.7,000.

Apart from the scented line, the label also has two other collections in its bridal range - Softmante and Aijin.

The USP of the two collections is that they are made of Sofin, a microfilament manmade fibre famous for softness.

The Aijin line is designed especially for gifting purposes. It includes four pillows, two cushions, inner linen and bed linen and a duvet, and the price starts from Rs.45,000.

"Our products of both these lines are four times finer than silk and eight times lighter than cotton. In fact all our products are germ free, odour free, wrinkle free and are good for health," said Singh who is upbeat about the future of his brand.

"Based on the merit of our products, Maishaa has been recognised by the New York Fashion Week Council. Our range has also been announced as the official bed linen collection for New York Fashion Week for the next three years," he said.

"We are aiming to make it big in the Indian market and then go global. And I am upbeat about the future of our products," he added.