Aditya Birla Group Join Hands with Fashion Kings for LIVA

LIVA is the new age fabric which is made with natural fibres from Pulp and Fibre business of Aditya Birla Group. Aditya Birla Group announced the launch of the new age fabric with its association with AND, Global Desi, Allen Solly and Van Heusan. They are the biggest brands in the fashion Industry. LIVA is used in different garments to make them highly acceptable and fashionable. These  famous brands have created exclusive collection using LIVA in their SS 14, offering, ranging from work dresses, casual dresses to casual tops.


When we use LIVA in any garment, it enhances the fluidity quotient of the silhouettes. It renders a beautiful flow in the garments. It provides a soft, comfortable drape that enable ease of movement, i.e., when you move, it moves with you. LIVA is sourced form natural fibres. It also attributes “breathability” to the apparel, making it deal with the summer season. LIVA enhanced by the fluidity and the drape of the fabric. The LIVA fabric plays very strongly and deeply on an array of distinctive colors like mustard, red, deep blue, lime green and tangerine.

Apparels From LIVA :

LIVA is the new age fluid fabric which brings life to any apparel. It is used in som many apparel like the LIVA “Eliza” Maxi dress, the LIVA “Ariana” jumpsuit, LIVA Milena dress, along with fluid palazzos and loose white shirts. Moreever, with tops, pants, skirts are mostly bright, fluid and full of ease. Anita Dongre, Creative Director, Global Desi says, “This is our third session of association with LIVA- A new age fabric from the house of Aditya Birla Group.”


LIVA imparts an amazing softness and flow to the garment and makes possible cuts and fits that enhance and compliment to the body. The collection of LIVA are rich in color, silhouettes, exciting prints and motifs like kites, wheels in apparels, make them more popular and fashionable.

Aditya Birla Joins Hand with Top Fashionable Associations :

With AND, Global Desi and all biggest fashionable associations, Aditya Birla Group of Company aims to create awareness and preference for LIVA among the consumers. LIVA is a fluid fabric mode with natural fibres that imparts gentle drape to the garments. This new category creation is a mutual beneficial exercise for LIVA, as well as for the partnering brands. The partner brands get superior quality fabric which can be translated into a better design for the end consumer, making the partner brands deliver best-in-industry garments. The Cellulose fibres usage is just 3 % in overall fibre basket which the company hopes to increase to 6% in the upcoming years.