AVITERA® SE is a revolutionary, ground breaking technology that help significantly reduce water and energy consumption and CO2 emissions since the dyeing and washing-off process never exceed 60°C. With only five percent or less unfixed dye needing to be removed instead of the usual 15 percent to 30 percent, the number of rinsing baths to obtain the required fastness properties is greatly reduced. Huntsman Textile Effects continues to deliver relevant products, experienced knowledgeable people and innovative solutions that are tailor-made to help businesses make real savings. Launching the next wave of AVITERA® SE range of polyreactive dyes for exhaust application on cellulosic fibers, the improved range now features a broad palette color spectrum that includes the palest to the deepest and the darkest shades. In the first six months after AVITERA®SE was launched in 2010, Huntsman Textile Effects estimates that the cotton mills using the new product have saved 32 million gallons (121 million litres) of fresh water – equivalent to 48 Olympic-size swimming pools. That water-savings potential amounts to one quart (1.3 litres) of fresh water per person per day in major Asian textile processing countries such as China, India and Bangladesh, where water is most scarce. These savings are significant as the world demand for fresh water is expected to increase by 40 percent with up to 26 gallons (100 liters) of water needed to dye just two pounds (one kilogram) of cotton fabric. Added Paul Hulme, President, Huntsman Textile Effects, “The textile industry as a whole is increasingly facing some very tough challenges in meeting with stricter regulations that govern sustainable and environmental business practice. Huntsman Textile Effects believes that innovative technology is the key to driving environmental sustainability and in making a real global difference. We believe that we have a responsibility to adopt and to offer the latest technologies such as AVITERA® SE that not only cuts water consumption and reduces energy consumption but also to empower and partner our customers to develop their businesses. We are pleased to share that many of our customers who had used our AVITERA® SE dyes had reported higher levels of productivity and lower processing costs, thereby helping them to save costs.”