Calcutta, June 26: The country's linen market is growing at 14 per cent year-on-year with more people preferring the premium fabric over cotton.

"At present, the linen market in India is around Rs 2,000 crore," a spokesperson for Jaya Shree Textiles, a unit of Aditya Birla Nuvo, said.

Linen is produced from the fibre of the flax plant, which mainly grows in European countries.

Many big retail outlets in the city claimed that consumers' preference for linen has grown as it provides greater comfort in the hot and humid Calcutta weather.

"Although the sale of cotton garments has been on a par with last year, this summer we have seen a fair rise in the sale of linen garments over last year," said an official of a Pantaloons store.

"Many of our customers are opting for linen over cotton. We are observing a sudden awareness about this fabric," a store executive of Shoppers Stop said.

"Compared with cotton, linen allows ample airflow, which is best suited for Bengal's weather. The hydrophilic aspect of linen provides a natural wicking effect that helps to cool the body. Linen's light weight, open structure and a natural moisture control feature makes it a superior fabric over cotton," Amit Ladsaria, director of Turtle, told The Telegraph.

In Bengal, Turtle has its linen manufacturing unit at Howrah, whereas Jaya Shree Textiles has its unit at Rishra.

Turtle's turnover in 2015-16 stood at Rs 170 crore, of which about Rs 6 crore came from the sale of linen. The premium fabric contributed Rs 738 crore to Jaya Shree Textiles' turnover of Rs 1,460 crore. By the end of this fiscal, both companies are eyeing a 12-15 per cent growth in this segment.

However, the textile industry believes that linen will never outstrip cotton despite the surge in demand.

"Linen is not a common man's fabric. It is meant for the premium segment as the cost is nearly double that of cotton," said Ladsaria.

Online retailers, too, claim an increase in demand for linen. "Linen is one of the most sought after fabrics on our website, especially during summers. We see men's shirts and women's dresses perform really well in linen," an Amazon India spokesperson said.

While brands such as Marks & Spencer, Lee, Levi's, United Colors of Benetton offer readymade linen garments, Raymond and Linen Club offer fabrics as well as readymade products.