In the rapidly evolving world of technical textiles, ELIXRR has set up a new industry benchmark with its state-of-the-art nonwovens manufacturing facility, focused on sustainability, innovation, and premium quality. By investing in cutting-edge global technology from Truetzschler Nonwovens, ELIXRR has positioned itself as a key player in the high-performance spunlace nonwovens industry, catering to wipes, absorbent hygiene products, industrial applications, and filtration materials.
Under the leadership of Madhav Goel, Director of ELIXRR, the company is redefining industry standards by prioritizing pulp-based spunlace nonwovens—an environmentally friendly, biodegradable alternative to conventional poly-viscose products. ELIXRR’s focus on R&D, high-end manufacturing, and customer-centric product development is making it a strong contender in the global nonwovens space. With a vision to become a global leader, ELIXRR is not only addressing industry gaps but is also actively contributing to the sustainability movement in textiles.
A Legacy of Excellence: From Ropes to Nonwovens
ELIXRR’s story is deeply rooted in a legacy of technical textiles, tracing its origins to TUFROPES, one of the world’s leading manufacturers of high-strength ropes. The Goel family built TUFROPES into a global leader, competing with top players and elevating India’s reputation as a powerhouse in technical textile manufacturing. However, after reaching a plateau in the ropes industry, the Goel family recognized the need to diversify into a high-growth, future-ready sector. The vision was clear and strategic—to enter a business that was primarily export-driven, had high entry barriers due to significant capital investment requirements, and was positioned in a sunrise sector with long-term growth potential.
This led to the incubation of ELIXRR, designed to be India’s premier spunlace nonwovens manufacturer with a strong focus on sustainability and high-performance applications. The company was conceptualized during the COVID-19 pandemic, a time when global demand for hygiene and medical textiles skyrocketed. The pandemic accelerated awareness of hygiene products, but more importantly, it highlighted the urgent need for sustainable alternatives to single-use plastic-based materials.
Rather than entering the well-established poly-viscose spunlace segment, ELIXRR made a bold strategic decision to focus on pulp-based nonwovens. This choice was driven by the growing global demand for plastic-free, biodegradable wipes and hygiene products, the enforcement of stricter environmental regulations in Europe and the UK, and the need for differentiated, high-value products rather than competing in a price-sensitive commodity market. By partnering with Truetzschler Nonwovens and Voith, ELIXRR built one of the world’s most advanced nonwoven production lines, making it only the second of its kind globally.
Market Focus: Establishing a Global Footprint
ELIXRR is overwhelmingly export-focused, with 80 percent of its production expected to be shipped to global markets. The Indian market, while promising, is still developing and has limited demand for pulp-based spunlace products. Globally, the market is dominated by a few key players. ELIXRR has positioned itself as a high-quality roll goods supplier, working closely with major converters who manufacture finished products for leading brands and private labels.
The company has already established relationships with global brands and major retailers. By building strong partnerships with brands and converters, ELIXRR is gaining market share in a highly competitive global landscape. Unlike many other players in the industry, ELIXRR is not just another supplier but a solution provider, actively collaborating with its clients to develop specialized, high-performance nonwoven materials tailored to their needs.
Cutting-Edge Technology & R&D: The ELIXRR Advantage
ELIXRR’s spunlace nonwoven technology provides unique advantages over conventional products. In the industrial sector, its wipes are used in automotive, aerospace, and paint applications due to superior absorbency and lint control. In the consumer segment, the company is meeting the demand created by single-use plastic bans in the UK, Europe, and the US, positioning itself as a key supplier for eco-friendly wipes and hygiene products. In medical and hygiene applications, ELIXRR is offering a sustainable alternative to synthetic nonwovens, ensuring compliance with evolving global regulations.
Unlike traditional manufacturers, ELIXRR has invested heavily in research and development and customization, ensuring that each product meets strict performance standards. The company is also actively working with customers to develop specialized solutions, further strengthening its market position. With its state-of-the-art production line, ELIXRR is capable of offering unique blends, including pulp-based nonwovens that cater to various high-performance applications.
Expansion Strategy: Scaling Up with Smart Investments
ELIXRR has invested $45 million in its first phase, which covers a world-class production plant from Truetzschler Nonwovens & Voith, an advanced effluent treatment system for environmental compliance, and in-line coating and dyeing technologies for medical and industrial applications. The company has also incorporated thermal embossing capabilities to cater to specialized markets in the United States. Major technology partners are from Europe.
The facility has been designed with scalability in mind, providing the infrastructure to accommodate two additional production lines. The immediate goal is to reach full capacity utilization, after which ELIXRR will invest in a second dedicated production line. With a clear roadmap for growth, ELIXRR is building a scalable, future-ready ecosystem for sustainable nonwovens.
India’s Role in the Global Nonwovens Market
India’s nonwoven industry is still in its early stages, with only five spunlace lines compared to over 100 in China. However, with growing domestic demand and increased exports, India is poised to become a key player in the global nonwoven market. ELIXRR is at the forefront of this transformation, driving India’s transition to high-performance, sustainable nonwovens.
With increasing awareness of hygiene and sustainability, as well as government initiatives to encourage domestic manufacturing, India has the potential to emerge as a significant hub for nonwoven production. ELIXRR’s leadership in this space is helping to shape the industry’s future by providing sustainable solutions that meet the highest global standards.
The Road Ahead: ELIXRR’s Vision for the Future
With a strong foundation in place, ELIXRR is focused on achieving 100 percent capacity utilization within the next 18 months, securing long-term contracts with major global brands, launching a second production line based on validated demand, and continuing research and development to create next-generation sustainable nonwovens. As the global nonwovens market evolves, ELIXRR is well-positioned to lead with its customer-focused, technology-driven approach.
The company is not just looking at short-term gains but is committed to long-term sustainable growth. With a clear expansion roadmap, validated customer demand, and a commitment to sustainability, ELIXRR is leading the charge in making India a global hub for nonwovens.
Leading India’s Sustainable Nonwoven Revolution
ELIXRR is not just another nonwoven manufacturer but a pioneer in sustainable, high-performance textiles. By combining world-class technology, strong industry partnerships, and a relentless focus on innovation, the company is poised to disrupt the global nonwoven industry. With a strong commitment to sustainability and an ambitious expansion strategy, ELIXRR is well on its way to becoming a key global player in nonwoven textiles.
As the industry continues to evolve, ELIXRR is driving change with its vision of creating a sustainable future for nonwovens. With a relentless focus on research, innovation, and strategic expansion, the company is not just meeting industry demand but is shaping the future of technical textiles on a global scale.
