Speaking on the collaboration, Manohar Samuel, president - marketing & business development, Birla Cellulose said, “We are excited to collaborate with FDCI as an associate sponsor. At AIFW, our objective is to interact and engage with the fashion designers and highlight Liva's fashion adaptability. Liva fabric is innovative and natural, made of wood pulp, which delight consumers with its comfort and fluidity.”

“Designers in India are exceptionally creative with great consumer insight. In past few seasons, Liva fabrics have been sculpted into exquisite fashion apparels appreciated by consumers across the globe. We intend to provide support through a robust supply chain entirely created for off-the-shelf requirements of Liva fabrics through 'Liva Fluid Center Kiosks', he added.

Sunil Sethi, president, FDCI said, “We are happy to be associated with the Aditya Birla Group and the support they offer to the designers and the fashion community is appreciable. Fabrics are an important part of fashion garments and innovative and natural fabrics work best to get creativity in the silhouettes.” (HO)

Fibre2Fashion News Desk – India