ITMA 2011 is focused on innovation driving the business, with cutting-edge solutions for the entire textile value chain. Huntsman Textile Effects has announced it will showcase recent innovation delivering real value to mills, brands, retailers and consumers in terms of performance and total process cost reduction.

"Sustainability is a key topic today and Huntsman continues to commit significant resources to developing technologies and products with lower environmental impact. AVITERA  SE - a revolutionary new tri-reactive dye range delivers a quantum leap water and energy reductions of up to 50%," a company spokesperson says.

Huntsman says it will be showcasing innovation to create value adding effects which help its valued customers be as creative as they want to be towards making an even bigger impact on their markets. "No matter the fibre, no matter the process, we have the right solution. Join us and see, touch and feel the results of some of our innovations," Huntsman says, adding:

"Providing solutions in the mill relies on knowledge and experienced people. We continually enhance the ways in which we deliver this valuable service. We do not just sell products; we provide a comprehensive service that covers the whole textile value chain."

Seriously sustainable innovations from Huntsman Textile Effects are said to be making a difference and the company will be making daily presentations at its booth and will send out invitations closer to the date.

Huntsman is a global manufacturer and marketer of differentiated chemicals. Its operating companies manufacture products for a variety of global industries, including chemicals, plastics, automotive, aviation, textiles, footwear, paints and coatings, construction, technology, agriculture, health care, detergent, personal care, furniture, appliances and packaging.

Originally known for pioneering innovations in packaging and, later, for rapid and integrated growth in petrochemicals, Huntsman has approximately 12,000 employees and operates from multiple locations worldwide. The company had 2010 revenues of over $9 billion.