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Aditya Birla Group to mentor textile value chain partners
Dec '15
Aditya Birla Group, the world's largest viscose staple fibre (VSF) maker, has launched an initiative to handhold a large number of textile value-chain partners across the country by supporting them from design development and technical support to marketing and buyer linkages.

In a press release, the $41-billion Aditya Birla Group said the exercise is in line with the `Make in India' strategy that can propel the country to the world's top cloth manufacturing hub.

As part of its national drive called Liva Accredited Partner Forum (LAPF) to improve the value chain, Birla Cellulose – the pulp and fibre manufacturing division of Grasim – will hold a stakeholder conclave in Coimbatore on December 4, involving over 200 partners from the textile hubs in South India. This will be followed by a similar summit in New Delhi later.

Top executives from the Group including Rajeev Gopal, Chief Marketing Officer– Pulp & Fibre Business, will address the conclave. The company has entered into collaboration with Mumbai-based Netcarrots to implement a customer relationship marketing programme for the stakeholders assembling in Coimbatore, the release said.

“We see potential in India becoming a manufacturing hub of clothing and textile following the encouraging response of LAPF members who have excelled in terms of product innovation, quality management, process deliveries and systems. Our plan is to strengthen the textile value chain and make it align with Make in India strategy,” said Mr Gopal.

LAPF as 250 plus members including spinners, weavers, knitters and fabricators, with major participation from textile hubs such as Tirupur, Erode, Ludhiana, New Delhi, Kolkatta, Surat, Bhiwandi etc.

The LAPF programme is linked to Birla Cellulose's fibre brand Liva which was launched in March this year in line with the group chairman Mr Kumar Mangalam Birla's vision of establishing connect with the end consumer

“We have already partnered with 190 fabricators and 119 processors across the country and the interaction with them has strengthened our belief that India has the potential to boost consumption and emerge as a global textile power,” said Manohar Samuel, President (Marketing & Business Development)

The company has also tied up with Bombay Textile Research Association (BTRA) to undertake quality improvement programs and stringent audits for the partners. The partners are shortlisted for the programme after they comply with eight stringent parameters. After the selection, the company will equip them with five major services, including Design & development, technical services, vendor management, marketing and buyer linkages and market intelligence.

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