Purista® freshness-enhancing finish  introduced to shalwar kameez

 The national dress of Paksitan, the shalwar kameez is now available from Bonanza in Pakistan treated with Purista® freshness-enhancing finish.

The men’s national dress in Pakistan, the shalwar kameez, is now available from Bonanza treated with Purista® freshness-enhancing finish. For the first time in Pakistan, Bonanza Garment Industries (Pvt) Limited, a renowned name in the Pakistan apparel retail scene, and BASF Pakistan Private Limited are introducing shalwar kameez that allow consumers to experience the 'just washed' freshness throughout the day.

Purista® is a freshness-enhancing treatment for cellulosic textiles such as cotton and cotton blends. It curbs the growth of micro-organisms on clothes and prevents them from causing an unpleasant odor, leaving clothes fresher for longer. This increases the consumer's comfort, confidence and well-being. Locked inside the fabric for long-lasting freshness, Purista® is ideal for people on the go.

“We are proud to see the Purista® brand on Bonanza’s national dress,” says Ayaz Qureshi, Director Marketing at BASF Pakistan. The treated range from Bonanza will be labeled with the Purista® hangtag, so consumers will be able to see at first glance that they can enjoy the freshness feel.

BASF and Bonanza organized a launch event on 28th March 2008 in Lahore, where the concept was introduced to the market and a presentation was given by the BASF team on the benefits of Purista®. The treated range is now available at all Bonanza outlets across Pakistan.

Purista® is the consumer brand representing the benefits of freshness- enhancing treatments from Arch Chemicals Inc. BASF’s Textile Chemicals business unit and Arch Chemicals have formed a global alliance to market Arch’s Purista®.

Bonanza is a leading garment manufacturing company in Pakistan. They have exclusive distribution network that includes 100 accredited dealers all over Pakistan, with 18 franchise shops under the name of “House of Bonanza” in Karachi, Rawalpindi, Islamabad, Multan, Gujranwala, Rahimyar Khan and other cities in the country exclusively selling Bonanza products. In addition there are 15 “Shop-in-Shop” in leading department stores in the country. Bonanza caters to a large segment of the market with a very impressive product range including shalwar kameez suits, casual and formal Shirts, Polo Shirts, Suits, Coats, Waist Coats, Sweaters, Cardigans and Accessories.