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Aditya Birla Group launches new age fabric Liva Crème
Apr '17
Dilip Gaur, business director -pulp & fibre, and Rajeev Gopal CMO of Birla Cellulose with Kangana Ranaut at the launch event. Courtesy: Aditya Birla Group
Dilip Gaur, business director -pulp & fibre, and Rajeev Gopal CMO of Birla Cellulose with Kangana Ranaut at the launch event. Courtesy: Aditya Birla Group
The Aditya Birla Group has launched Liva Crème, a new age luxuriously soft fabric from Birla Cellulose that offers a soft feel, which is fluid and natural. Embedded in it is the core promise of Liva and coupled with it are the enhanced features of luxurious fineness and softness. The LAPF partners have embellished it with their experience and expertise.

The fabric was launched by Kumar Mangalam Birla, chairman, Aditya Birla Group at an event held in Mumbai. The fashion show had modelled exclusive Spring Summer '17 collections of Allen Solly, Van Heusen Shoppers Stop, Biba and Pantaloons made in Liva Crème fabric. Bollywood actress and Liva Crème brand ambassador Kangana Ranaut walked the ramp at the show.

"I recount that when we set out on this journey, our vision was to create value for the entire value chain of viscose based fabrics. I am so pleased to say that the ecosystem of our LAPF partners has resulted in also placing India on the global map.  We are now a preferred sourcing destination of viscose based products. This is truly in the spirit of the 'Make in India' initiative of our honourable Prime Minister," said Birla.

"One of the finest examples of customer centricity within the Group has been our VSF business. From being just product focused, the business has moved superbly to 'providing solutions' to customers by working seamlessly with the value chain. Liva's end-to-end ecosystem of a high quality product, continuous innovation, the LAPF network and aspiration created by communication and brand engagement is a great case study in consumer focus," added Birla.

The Liva tagged garments will be available across premium brands like Allen Solly, Van Heusen, Shoppers Stop, Biba, Pantaloons and Lifestyle among others. Renowned designers namely Nikhil Thampi, Shivan-Naresh and Ka-Sha have created collections for Allen Solly, Van Heusen and Shoppers Stop respectively. Focus markets for Liva Crème will be Delhi, Mumbai and Bangalore.

"Overall, the designer associations with leading brands to create exquisite Liva Crème collections, a stunning campaign with Kangana Ranaut and premium point of sale communication will all work towards positioning Liva Crème as a premium brand in the minds of consumers,"  said Rajeev Gopal, CMO – Birla Cellulose.

Each designer has interpreted Liva Crème fabric in their own creative way and brands who have partnered with Liva Crème are equally excited about this association.

"Our association with Liva Crème team has been very encouraging for our brands Haute Curry and Kashish. The entire Liva Crème team has been an integral part of our product development journey. Our association from R&D to designer collaboration have been very encouraging.  A wide range of products has been showcased with detail adaptation. Support and training for our front end Customer Care Associates has been facilitated making this an end-to-end successful project. Garments made with Liva Crème fabrics are also showing good sales conversion. Liva Crème is a promising fabric and we look forward to a long term partnership and innovation from the Liva team," said Shilpa Gulatee R., head private brands at Shoppers Stop. (KD)

Fibre2Fashion News Desk – India

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