Liva brand extends association with Kangana Ranaut

28 Aug '18
3 min read
Courtesy: Liva
Courtesy: Liva

Liva—the fluid fashion brand of the Aditya Birla Group—has extended its contract for yet another year with the Hindi film actor Kangana Ranaut. Three and half years since its launch, Liva has seen phenomenal success, and today the brand boasts of around 450 value chain partners (fabricators, spinners and weavers) who make high quality Liva fabric.

“Kangana Ranaut embodies the true values of LIVA of brand Liva with her effortless style and dynamic personality. Today she is by far the face that is reckoned with style, fashion and dynamism. The brand and its ambassador have a lot in common. Today Kangana has carved a unique space for herself among her fans. We are delighted to have her as the face of our brand,” said Manohar Samuel, president – Business Development & Marketing, Birla Cellulose.

“Kangana Ranaut has come a long way with her talent and passion towards her work. She has the ability to easily fit into any character with tremendous fluidity, just like Liva fabrics. Fashion for her is about being oneself and having a sense of spontaneity,” he added.

“Liva is like a baby to me. The brand got launched with my face and hence I feel like I am the mother of Liva. I am happy seeing the brand grow. Liva fabric is natural and fluid and is ideal for women with a free-spirited sense of fashion. The way brand marries new style with fun, modern nuance makes me fall in love with it. I am thrilled with the association and I look forward to the brand growing further in the years to come,” said Ranaut.

Liva today has over 40 national level partners in organised retail and over 140 local players. It is available from approximately 30,000 retail doors across over 200 cities. Last year, approximately 3.7 crore Liva tagged garments were produced.

In 2015, Liva was around 5 per cent of the overall merchandise mix in organised retail. Today, Liva comprises 20 per cent of the overall womenswear merchandise mix at the stores, the brand said in a press statement.

A recent Brand Track Survey conducted by Nielson across top five cities in India showed that around 60 per cent consumers were aware of Liva and 33 per cent of them recalled Liva fabric without any prompt. The study showed that women associated Liva fabric with ‘beautiful flow’.

Another study on ‘Liva product quality after wash’ conducted by Nielson with more than 1600 Liva buyers over the past 4 seasons showed that 94 per cent women loved Liva and would recommend it to their friends and family. (RKS)

Fibre2Fashion News Desk – India

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