Birla Cellulose, the flagship company of the Aditya Birla Group recently launched Liva, a new age fabric brand in line with consumer needs. Made from natural cellulosic fibres using wood pulp, a natural resource, Liva lends fluidity, comfort and fashion quotient in clothing.
Birla Cellulose being the world leader in manmade cellulose fibre industry is increasingly engaging with the end consumer directly as well as through leading garment brands in India like Global Desi, Allen Solly Women, Chemistry, Pantaloons, Van Heusen, Fusion Beats, 109F, Lifestyle, etc. In the past four months, consumers have looked for the Liva tag in garments and experienced the Liva fabrics designed in numerous styles by these brands.
At the recently held 61st National Garment Fair in Mumbai, Birla Cellulose promoted Liva fabrics in line with their SS16 collection. These fabrics had a high ting of innovation in line with consumer trends forecast by international design consultants.
Birla Cellulose had also launched a unique concept called “Liva Accredited Partner Forum” – (LAPF), of aggregated partners in March 2015. LAPF is a community of spinners, fabricators and processors who work closely with Birla Cellulose on innovation, quality and technology to deliver Liva fabrics to consumers.
