Grasim Industries has invested Rs 100 crore to develop its first fabric brand ‘Liva’, which it will distribute through 1,000 outlets as part of a plan to stay in sync with changing consumer behaviour. `Liva’ is the first viscose staple fibre brand from Grasim, the flagship company of the Aditya Birla Group.
“There has been a dramatic change in consumer behaviour. The new brand Liva brings a direct connect with consumer”, Grasim managing director, KK Maheshwari said.
The company has brought weavers, spinners, processors and designers under one fold and created a value-chain to develop the product. “We have created a new partnership concept called the Liva Accredited Partner Forum (LAPF). We will closely work with them in areas of technical support, design development, supply chain and market development”, Maheshwari said.
As part of product development, the company has set up a design studio backed by a technical research and development centre. “This is mainly to work with the value-chain and bring new innovations every season”, Maheshwari added.