Home / Knowledge / News / Textiles / Birla Cellulose launches new age fluid fabric brand LIVA
Birla Cellulose launches new age fluid fabric brand LIVA
27
Mar '15
Birla Cellulose, a part of Aditya Birla Group, has launched the new age fabric brand ‘Liva’ with Kangana Ranaut as new stylish brand ambassador. The company also launched Liva Accredited Partner Forum (or LAPF), consisting of the company’s accredited partners who manufacture Liva fabric using Birla Cellulose’s viscose staple fibre (vsf).
 
Liva is a fluid fabric that gives a glamorous drape, is soft, has shine and is extremely comfortable. It is made from natural fibers/cellulosic that is derived from wood pulp. Hence, it gives a beautiful flow to the garments and enhances ease of movement. It takes the shape of the body giving a perfect look to the wearer. It does not tug out like other stiff fabrics, is extremely soft and has a great feeling on the skin. It also has a natural shine that makes it look dressy unlike other fabrics. And finally since it is natural, it has great breathability and it is extremely comfortable to wear, said Birla Cellulose about the fabric.
 
Briefing the media on the launch, KK Maheshwari, group business director, fibres and textiles, and managing director Grasim, said the launch of Liva was “indeed a defining moment for us as we take another major step forward in the continuing journey of Birla Cellulose towards achieving greater heights of excellence and growing leadership globally”.
 
He said that vsf, once reckoned as a commodity, was increasingly moving to raise its share of value added products and solutions.  
 
Aditya Birla Group chairman Kumar Mangalam Birla, said: “The Pulp and Fibre business is an integral part of our Group. Over the years, it has contributed significantly to our growth and has taken a remarkable position in terms of global presence. We enjoy a leadership position with over 20 per cent of the world market share. Over the last 3 years alone our investments have been in excess of Rs 4,300 crore and our capacities have scaled close to 1 million tons per annum.”
 
“As a Group, we believe the customer is at the core of how we operate. You would be surprised to know that our consumer brands are over Rs 60,000 crore, larger than that of many leading consumer brands put together. With the launch of Liva, our endeavour is to establish the same connect with the end consumer (who in the viscose fibre business is several steps removed from our operations) and while doing that take the entire value chain along with us,” stated Birla.
 
Highlighting the criticality of the consumer connect, Maheshwari emphasised that to win with end-consumers consistently, several things need to be done. “Firstly, we needed to create a distinctive and relevant end-consumer promise. With years of experience and several intense rounds of understanding consumers, we have found one that we believe resonates strongly with their desires and beliefs. Not only does it fully satisfy them on the aspect of being a natural product, it also delights them on the distinctive aspect of the product which is its soft drape, or “fluidity”. I am delighted to announce that we are launching this product under the brand name “Liva” with the very simple but very meaningful and attractive proposition of “Natural Fluid Fashion”.”
 
 


Must ReadView All

Pakistan govt notifies 50% duty drawback on exports

Textiles | On 21st Oct 2017

Pakistan govt notifies 50% duty drawback on exports

The Pakistan government has notified the ‘Duty Drawback of Taxes...

Ghana sets up task force to clamp down on textile piracy

Textiles | On 21st Oct 2017

Ghana sets up task force to clamp down on textile piracy

Ghana’s ministry of trade and industry has set up a taskforce to...

Courtesy: Coach

Fashion | On 21st Oct 2017

US company Coach to change name to Tapestry from Oct 31

Coach Inc., a New York-based house of modern luxury accessories and...

Interviews View All

Amardeep Singh
Orient Craft

'In export markets, the trend in terms of embroidery, is towards matte...

Anshul Sood
Oceedee

‘Indian footwear market is nascent and largely a trend follower’

Pinkesh Jain
Everflow Petrofils Ltd

‘An innovative technology which India needs desperately is the...

Harsh Shah

Established in 1956 with a small beginning, Embee today manufactures a...

Liz Manning

<div><b>Liz Manning</b>, Business Development Manager at Catexel, has...

Hardik Sanghvi

Idealin Fogging Systems has been engaged in designing and manufacturing...

Ashok Desai
Bombay Textile Research Association

Bombay Textile Research Association (BTRA) is a leading name in textile...

Iago Castro Asensio
RCfil Distribuciones S.L.

Iago Castro Asensio, International Business Manager of RCfil...

Mohammad Hassan
Biax Fiberfilm

About one in every 20 patients picks up an infection while hospitalised....

Divvya and Nidhhi Gambhir
Walnut

<b>Divvya and Nidhhi Gambhir</b> started their career with the launch of...

Sanjukta Dutta
Sanjukta's Studio

<b>Sanjukta Dutta</b> creates unique garments by clubbing prints of...

Akta Adani
India Boulevard

India Boulevard is a San Francisco-based curated fashion marketplace that...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

October 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

news category


Related Categories:

Planning to Take the Leap towards
Sustainability?

Do you see sustainability as a route to business growth?

Yes No

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes No

Active Poll

Do you see sustainability as a route to business growth?

Yes
76.8%
No
13.0%
Skip
10.1%

Total Votes: 69

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes No

Active Poll

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes
62.3%
No
27.5%
Skip
10.1%

Total Votes: 69

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes No

Active Poll

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes
85.5%
No
10.1%
Skip
4.3%

Total Votes: 69

Thanks for your valuable feedback. Claim your free latest sustainability e-book.

Active Poll

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes
75.4%
No
11.6%
Skip
13.0%

Total Votes: 69


E-News Insight
Subscribe Today and Get the
Latest News Update in Your Mail Box.
Advanced Search