New Age Fabric Liva Crème Launched By AB GroupNew Age Fabric Liva Crème Launched By AB Group

New Age Fabric Liva Crème Launched By AB Group

The Aditya Birla Group has launched Liva Crème, a new age luxuriously soft fabric from Birla Cellulose that offers a soft feel, which is fluid and natural. Embedded in it is the core promise of Liva and coupled with it are the enhanced features of luxurious fineness and softness.

The fabric was launched by Kumar Mangalam Birla, chairman, Aditya Birla Group at an event held in Mumbai. The fashion show had modelled exclusive Spring Summer ’17 collections of Allen Solly, Van Heusen, Shoppers Stop, Biba and Pantaloons made in Liva Crème fabric. The brand ambassador Bollywood actress Kangana Ranaut walked the ramp at the show.

“I recount that when we set out on this journey, our vision was to create value for the entire value chain of viscose based fabrics. I am so pleased to say that the ecosystem of our LAPF partners has resulted in also placing India on the global map.  We are now a preferred sourcing destination of viscose based products. This is truly in the spirit of the ‘Make in India’ initiative of our honourable Prime Minister,” Birla said.

The Liva tagged garments will be available across premium brands like Allen Solly, Van Heusen, Shoppers Stop, Biba, Pantaloons and Lifestyle among others. Renowned designers namely Nikhil Thampi, Shivan-Naresh and Ka-Sha have created collections for Allen Solly, Van Heusen and Shoppers Stop respectively. Focus markets for Liva Crème will be Delhi, Mumbai and Bangalore.

“Our association with Liva Crème team has been very encouraging for our brands Haute Curry and Kashish. The entire Liva Crème team has been an integral part of our product development journey. Our association from R&D to designer collaboration have been very encouraging.  A wide range of products has been showcased with detail adaptation. Support and training for our front end Customer Care Associates has been facilitated making this an end-to-end successful project. Garments made with Liva Crème fabrics are also showing good sales conversion. Liva Crème is a promising fabric and we look forward to a long term partnership and innovation from the Liva team,” Shilpa Gulatee R., head private brands at Shoppers Stop said.

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