Jaya Shree Textiles, part of Aditya Birla Nuvo, plans to invest Rs 250 crore to expand yarn and fabric production at its manufacturing unit in Rishra in Hooghly district of West Bengal.

This is the second round of the expansion programme proposed by the company which will be financed through internal accruals.

The earlier round of Rs 100 crore expansion of its Rishra facility is set to be completed by November 2013, taking its production capacity to 3,000 tonne of yarn and 10 million mtr of fabric per annum.

In the second round, the company intends to take the capacity to 6,000 tonne of yarn and 13 million mtr of fabric annually in the next two years. However, the proposal is yet to be finalised.

Meanwhile, the company is also planning to open 250 showrooms in the next three years, through both, the franchisee and owned route. It is also planning to invest Rs 25 crore this year on marketing, with a focus on digital, social and television media.