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Birla Cellulose plans global marketing drive
Jan '16
Birla Cellulose, which is currently spearheading a unique initiative called Liva Accredited Partners Forum (LAPF) to scale up the textile value chain, will now kick off a joint marketing drive to increase reach of its partners at the international markets, it said in a press release.

“We will help the LAPF partners to promote their products at the international level by enabling them to take part at different marketing fora, apart from helping them with design developments and technology,” said Manohar Samuel, President, Marketing and Business Development at Birla Cellulose.

He was talking at the LAPF conclave in Noida, organised as part of the ongoing efforts to help the partners reach out directly to the leading women's wear exporters and international brands.

After launching the LAPF to aggregate the top talent in the fabric industry, Birla Cellulose has roped in leading players like Shreeji, Mafatlal, Mercury, Karuna Tex, Svarn Tex, MI Industries, VSM among its 250 plus partners.

Apart from enabling the LAPF partners to join the international marketing fora, Birla Cellulose will provide them chance to promote their products through special drives like Market Week and Mill Week abroad, Samuel said.

On January 8, the company brought together LAPF partners and international brands at Delhi NCR. The initiative was held in collaboration with the Society of Noida Apparel Export Cluster.

Around 40 LAPF partners showcased their innovations in Liva fabrics to 160 garment exporters, including international brands such as Marks & Spencer, Macys, and GAP, apart from Shahi Export, Orient Craft, Pearl Global and Richa &Co. Top buying house such as Triburg, Impulse, LI Fung, and Asmara, domestic brands like Biba and ITC were present.

“India is the second biggest textile hub in the world with a huge potential for Man Made Cellulosic Fibre (MMCF) Clothing. The conclave in Noida provided an open platform to integrate leaders in the value chain from Spinner to Fabricator to Garmented and Brands to achieve excellence,” said Samuel.

The conclave also saw the unveiling of Liva Spring Summer 2017 Collection with innovations like Modal Knitted slubs, Modal Denim, Lurex embellishments in Liva blends and Modal Yoga Wear. The Liva SS 17 would be showcasing the collection in two unique themes namely Tropical Trails and Leisure Luxe.

Birla Cellulose launched its fabric brand Liva in March 2015 in line with the vision of establishing connect with the end consumer in the viscose staple fibre business. (SH)

Fibre2Fashion News Desk - India

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