Shree – The Indian Avatar has witnessed almost 1,500 per cent growth in the demand for its garments made from Liva fabrics. Owing to the rising demand of Liva, the production grew to 250,000 garments per month made from Liva from just 15,000. Liva supports Shree with innovative fabrics, quality upgradation, latest trends and co-branded marketing campaigns.

"Our success has a lot to do with the unique way in which we operate our business. We create, innovate and introduce 5 new trend collections everyday, which is unlike any other garment manufacturing company in the country. This is a fast fashion model," said Sandeep Kapoor, an expert in the textile and apparel industry and director of Shree – The Indian Avatar.

"We get immense support from Liva with respect to innovative fabrics and modern trends. With increasing popularity of Liva, we now have almost 98 per cent of our collection made from Liva fabric," Kapoor added.

Shree gets good consumer insights from 24 EBOs and 1000 MBOs. "These insights help to create new innovations on a daily basis. This also indicates that the supply chain has to be robust and fast. Liva Accredited Partner Forum (LAPF) has understood the requirement very well. LAPF has worked in close coordination with its partners and brought down the lead time of supplying the fabrics from 75 days to almost 25 days," Aditya Birla Group said in a press release.

"We are looking for partners who can understand consumers well, innovate continuously and also understand fabrics. Shree fits in all requirements very well. They have the ability to connect with every stratum, be it value chain or end consumers," said Manohar Samuel, president – marketing, Birla Cellulose. (RR)

Fibre2Fashion News Desk – India

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