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Birla Cellulose displays 'Liva' fibres range at InFashion
Jan '14
Birla Cellulose – the umbrella brand of Aditya Birla Group, in association with, The Images Group presents one of the biggest fashion business events in India – India Fashion Forum (IFF) & In Fashion 2014.

The two-day event got a completely different look this year. The event saw industry stalwarts, sessions by masters of the profession, trend workshops, Images Fashion Awards, exhibitions, fashion shows by brands, live performances and interviews. India Fashion Forum is all about networking, gaining knowledge about fashion and trade.

To take a higher ground on fashion and also to provide international design support to their partners Birla Cellulose is working on building a consumer and trade brand “LIVA” for its range of cellulosic fibres. The product is extremely fluid, fashionable and comfortable. Demonstrating its thought leadership in the space.

Expressing his views on this association, Mr. Manohar Samuel (President – Marketing and Business Development) said, “Birla Cellulose is glad to be a part of India Fashion Forum this year and we are looking forward to build a long term association with The Images Group. We are excited to showcase LiVA’s SS15 collection.”

“LiVA is a premium product offering to the consumers and an alternate to cotton. We want to collaborate with top fashionable brands and designers and provide a great product while staying sustainable and give back to the environment.” He added.

Delhi based designer and diva - Pooja Nayyar demonstrated the fashionable aspect of LiVA through her spectacular collection made entirely using the SS15 LiVA range. Models flaunted the exiting range and graced the stage in a wonderfully choreographed fashion show at the IFF.

To celebrate excellence in the business of cellulosic fibres, Birla Cellulose initiated a unique category of awards at the award ceremony of In Fashion & IFF 2014 – a prestigious platform in the business of textile trade and fashion called ‘Birla Cellulose Excellence Awards’.

The endeavour was to acknowledge the contribution of various partners across the value chains who have contributed in growing the cellulosic fibres category in the country. The brand was delighted to felicitate its partners across categories that included:

1) Excellence in VSF Knitting with focus on Domestic market :  Suditi Industries
2) Excellence in VSF Knitting with focus on international market:  Mercury
3) Excellence in Suiting Fabrics Manufacturing : Siyarams
4) Excellence in Women Wear Fabrics Manufacturing : BRFL
5) Excellence in Fashion Retailing : Global Desi.

Aditya Birla Group

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