Trident adds antimicrobial treatment to towels

Major home textiles mill Trident India will now make antimicrobial treatment standard in every towel it produces. With consumers expressing heightened concern about their home environment due to the COVID-19 pandemic, the company said the decision felt right.

“As we recover from this situation, we expect the consumer behavior to change significantly. Health, hygiene and personal protection are going to be number one priority for all of us,” said Jeffrey J Kambak, CEO – US Operations.

As a goodwill gesture to its partners, Trident said it will absorb the entire cost of the treatment.

“We will also developing appropriate labeling informing the consumer that the product has antimicrobial treatment. This will all be carried out in close collaboration with our retail partners,” said Kambak.