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”.”