Home / Knowledge / News / Textiles / Liva brand extends association with Kangana Ranaut

Liva brand extends association with Kangana Ranaut

28
Aug '18
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


Must ReadView All

Courtesy: Businesswire/PrimaLoft

Textiles | On 18th Nov 2018

PrimaLoft unveils PrimaLoft Bio Performance Fabric

PrimaLoft, a leader in advanced material technology, has unveiled...

Higher sales and earnings at Macy's in Q3FY18

Fashion | On 18th Nov 2018

Higher sales and earnings at Macy's in Q3FY18

Higher sales and earnings were recorded at Macy’s, one of the premier ...

Courtesy: Amazon

Apparel/Garments | On 18th Nov 2018

Amazon's new headquarters in New York City, Arlington

Amazon is setting up two new headquarters, one in New York City and...

Interviews View All

Top executives, Fabric manufacturers

Top executives
Fabric manufacturers

Domestic manufacturers would get an edge over imported products

Karan Toshniwal, Orange O Tec

Karan Toshniwal
Orange O Tec

Contemporary industry is paying more and more attention to the...

Top executives, Textile industry

Top executives
Textile industry

The foremost issue is bridging the skill gap

Pratik Agarwal,

Pratik Agarwal

Breya is a brand of Indo-Western clothes for women owned by ABP Apparels...

Sham Shah,

Sham Shah

Shamal and Shamal Pvt Ltd is into manufacturing and sales of textile...

Fan Liyuan,

Fan Liyuan

Chinese company Jiangsu Yingyang Nonwoven Machinery, established in 1993,...

Isabel Herranz, European School of Business & innovation

Isabel Herranz
European School of Business & innovation

Cutting-edge ideas like the Internet of Things and artificial intelligence ...

Mr Ambrose Chan, DSG International (Thailand) PLC

Mr Ambrose Chan
DSG International (Thailand) PLC

Suresh Patel, Sidwin Fabric

Suresh Patel
Sidwin Fabric

Sidwin Fabric is a manufacturer and exporter of polypropylene textiles and ...

Prathyusha Garimella, Prathyusha Garimella

Prathyusha Garimella
Prathyusha Garimella

Hyderabad-based designer <b>Prathyusha Garimella</b> is known for blending ...

Aditi Somani, Aditi Somani

Aditi Somani
Aditi Somani

Aditi Somani specialises in luxury fusion wear with international cuts and ...

Nisha Chanda, Whistling Woods International School of Fashion

Nisha Chanda
Whistling Woods International School of Fashion

<div>A lack of upgraded courses in costume designing and fashion as per...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

Leave your Comments


November 2018

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

news category


Related Categories:

Advanced Search