Birla Cellulose unveils Livaeco, to inflate Sustainability in Fashion Industry
The Aditya Birla Group’s Grasim Industries brand Birla Cellulose has unveiled a new eco enhanced variant of Liva fabric, Livaeco. While Liva being a sustainable fabric, Birla has launched Livaeco which will enhance this further using of raw materials from sustainable and certified forests, lowest water consumption and low greenhouse gas emissions during manufacturing.
Dilip Gaur, managing director, Grasim Industries Ltd. said, “At Birla Cellulose, sustainability is a continuous journey towards the wellbeing of all stakeholders and conserving nature. With the launch of Livaeco, we endeavour to systematically engage with the textile value chain and offer consumers fashionable clothing that is eco-friendly.”
Livaeco, the eco enhanced variant of Liva was launched with forest themed fashion show with garments designed by India’s leading fashion designers – Anju Modi, Wendel Rodricks and Gaurav Jai Gupta. Kangana Ranaut, Liva’s brand ambassador, brought up the grand finale as the showstopper in a gorgeous Livaeco garment.
Liva brand ambassador and actress Kangana Ranaut said, “I strive for excellence in whatever I do. My fashion choices are not any different. Livaeco enables me to look my fashionable best and yet gives me the satisfaction that it is helping in preserving our precious environment.”
“Birla Cellulose, following the Aditya Birla Group’s philosophy of being at the forefront of sustainable business practices, has taken yet another step towards enhancing the sustainability of the fashion industry through the introduction of Livaeco, a new variant of Liva,” Gaur added.
Livaeco will be available exclusively in SS 19 and AW 19 seasonal collections of brand ‘W’. ‘W’ has especially curated a high fashion collection leveraging the attributes of Livaeco. Consumers can expect a delightful offering for new age women. Those who want to look fashionable and also contribute towards the cause of eco-friendliness. The collections are expected in more than 300 exclusive ‘W’ stores and many more in ‘W’ collections at large format stores and Multi-brands outlets across India by March 2019.
Liva – in a short journey of over four years – has become a preferred ingredient brand for most consumers through its consistent high quality, natural origin and fluidity that it imparts to the garments making them fashionable and highly desirable.
– Apparel and Textile News, Apparel Talk, Indian Apparel