With an objective to bring sarees back in vogue, Birla Cellulose is all set to launch its saree with Liva fabrics, across India. The Aditya Birla Group company claims its innovative sarees bring the best of fashion, comfort and convenience to the consumer.
“We intend Liva to create a paradigm shift in the way a saree is seen, as a fashion wear. Our consumer insight study has shown a clear need for blended sarees that are fashionable, comfortable and easy to manage. Liva shall aid that choice with a delectable array of blends with cupro, silk, linen, VFY and cotton in intricately woven structures, “said Manohar Samuel, President – MBDD, Birla Cellulose according to a company press release.
“Liva has experienced a successful journey in women's wear in past one year. We have associated with leading women's brands in India and have penetrated more than 2000 retail outlets across the country. Liva-tagged sarees would be the first time that Liva is entering the saree segment, though it was used in the past in the generic category”, he added.
According to National Housing Survey, the Saree market in India is growing at around 6 per cent CAGR annually and is the largest category going by fibre consumption. Liva has clear plans to grow in the premium and mid segments in the coming years, Samuel said.
Fashion designer Krishna Mehta, who will also curate a special collection for the launch said, “The saree holds immense significance, and a very special place in every Indian woman's wardrobe, allowing her to express her style, and of course, creating that 'wow' factor. It is an extension to her stature and personality.”
The Indian saree market is expected to witness a change at the outset of Liva's saree journey, the release said. (SH)
Fibre2Fashion News Desk – India