Birla Purocel has emerged as a pioneer in sustainable innovation, becoming the first brand to offer both Viscose and Lyocell Short Cut fibres for flushable wet wipes applications. This milestone highlights the company’s dedication to promoting circularity and meeting the increasing demand for environmentally friendly solutions.

The wet wipes segment has traditionally relied on man-made cellulosic fibres, with conventional spunlace wipes often comprising polyester and viscose blends. However, evolving global regulations, such as the Single-Use Plastics Directive (SUPD) and plastic bans, have encouraged a shift toward higher cellulosic fibre content. While plastics-free wet wipes are already available, the ongoing challenge lies in enhancing their cost-effectiveness and performance.

Flushable wet wipes, produced using wetlaid hydroentangled (WLS) processes, account for less than 10% of the total wipes market but hold significant growth potential. With an estimated CAGR of 8-10% in key regions, this category is rapidly gaining traction. Moist toilet tissues (MTT), a primary application, require an intricate balance between flushability and wet strength. To perform effectively, these products must maintain sufficient wet strength during use while dispersing and disintegrating quickly after disposal to pass seamlessly through drainage systems. Addressing this challenge requires overcoming the inherent trade-off between strength and flushability.

Birla Purocel initially offered Viscose Short Cut fibres for flushable wipes but recognized the need for higher strength in certain applications. This demand led to the development of Lyocell Short Cut fibres, which provide superior properties and enhanced sustainability. To optimize the performance of these fibres, Birla Purocel collaborated with Albaad Massout, a leading global manufacturer based in Israel. Through trials conducted at Voith and Truetzschler facilities in Germany, specialty Lyocell fibres were tested for nonwoven applications, which were subsequently converted into wet wipes by Albaad.

Initial trials in 2023 revealed that the fibres delivered performance levels slightly below competitive benchmarks in wet strength and flushability. However, leveraging insights from these trials, Birla Purocel’s R&D team introduced an improved Lyocell fibre. Fresh trials conducted in October 2024 validated that the modified fibres matched or surpassed competing products in both key performance metrics. These tests, meticulously conducted on pilot lines, exceeded expectations.

The newly enhanced Lyocell Short Cut fibres are slated for commercial launch in Q1 of FY2025-26. By collaborating with industry leaders and customers, Birla Purocel is setting new standards in the wet wipes segment, offering both Viscose and Lyocell solutions to enable partners to create more sustainable, high-performing products. This accomplishment underscores the company’s strategic focus on innovation and unwavering commitment to sustainability.