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Birla Cellulose showcases Liva at National Garment Fair
07
Jul '15
At the 61st National Garment Fair held in Mumbai recently, Aditya Birla Group company Birla Cellulose promoted their newly launched new age fabric line, Liva in line with their S/S 16 collection.

“These fabrics had a high ting of innovation in line with consumer trends forecasted by international design consultants,” a Birla Cellulose press release said.

The innovations had unique blends like Modal Wool, Amicor Modal, Cuprammonium Modal, along with a play of dobby and jacquard structures.

Leading Bollywood actor, Kangana Ranaut is the brand ambassador of Liva and had been part of the Liva launch in Mumbai.

Made from natural cellulosic fibres using wood pulp, a natural resource, Liva lends fluidity, comfort and fashion quotient in clothing.

Birla Cellulose a producer of cellulose fibres is increasingly engaging with the end consumer directly as well as through leading garment brands in India like Global Desi, Allen Solly Women, Chemistry, etc.

“In the past four months, consumers have come across the Liva tag in various garment brands and experienced Liva fabrics designed in numerous styles by these brands,” it added.

Birla Cellulose had also launched a unique concept called ‘Liva Accredited Partner Forum’ (LAPF), of aggregated partners in March 2015.

LAPF is a community of spinners, fabricators and processors, who work closely with Birla Cellulose on innovation, quality & technology to deliver Liva fabrics to consumers.

LAPF is a 250 member strong and growing group with a vision to be the best in class in the textile industry with support on design development, technical innovation, vendor management, marketing and consumer insights.

Liva fabrics are being made available to quality focused brands across the country and co-promotion will also be rolled out in a phased manner through tagging for which a qualification matrix has already been worked out. (AR)

Fibre2Fashion News Desk - India


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