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23-May-2016

Liva, a fashion fabric brand from Birla Cellulose, will be expanding in the domestic market from its current presence in 2000 stores to 4000 stores in 2016.

Dilip Gaur, managing director, Grasim Industries of Aditya Birla Group said, “In spring-summer 2016, LIVA had presence in over 2000 stores across 140 cities with 7 million garments tagged to the brand and we intend to double the outlets to 4000 stores in the next two season. The growth of the brand is accelerating with each season. With the launch of Liva Connect, a B2B digital platform, we aim to give access to the unorganised sector and ensure that we widen and deepen the market at the same time.”

Liva Connect, a digital platform bringing unorganised and organised sector across industry under one roof to drive per capita viscose fibre consumption in apparel retail was launched by the recently.

“Currently, the per capita consumption of viscose fibre is 0.2 kg in India while the globally it is 0.75 kg and the same is twice in China at 1.5 kg.  Globally, man-made fibres have been growing faster than cotton, with viscose based fibre growing at 27 per cent CAGR while normal textiles have grown at 5 per cent CAGR over the past few years. Since the domestic market has been stagnant, we intend the portal to be an ideal platform for the trade to come on board to drive the eco-friendly vision of Liva fabric,” Gaur said.

Liva is focussed on women's clothing - western, ethnic, fusionwear, leggings, palazzos, harem pants, stoles, and has recently forayed into sarees, with the company's plans to exponentially ramp up the womenswear sale.

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