Birla Cellulose of the Aditya Birla Group recently launched Liva, a new age fabric brand. Made from natural cellulosic fibres using wood pulp, a natural resource, Liva lends fluidity, comfort and fashion quotient in clothing.
At the 61st National Garment Fair organised by CMAI in Mumbai, Birla Cellulose promoted Liva fabrics in line with its SS16 collection. These fabrics are in keeping with consumer trends predicted by international design consultants, with unique blends like Modal Wool, Amicor Modal, and Cuprammonium Modal, as much as a play of Dobby and Jacquard structures.
Birla Cellulose had also launched a unique concept called Liva Accredited Partner Forum (LAPF) of aggregated partners in March last. LAPF is a community of spinners, fabricators and processors who work closely with the company innovation, quality and technology to deliver Liva fabrics to consumers.
On the occasion, top textile industry leaders like Mr. Rahul Mehta, Director – Creative Garments, and President – CMAI, Ms. Anita Dongre, Creative Director – AND Designs, Mr. Prashant Agrawal, Managing Director – BRFL, and many others, shared their experiences.
Being the world leader in the man-made cellulose fibre industry, Birla Cellulose is increasingly engaging with the end-consumer directly as well as through leading garment brands in India like Global Desi, Allen Solly Women, Chemistry, Pantaloons, Van Heusen, Fusion Beats, 109F, Lifestyle, etc. In the past four months, consumers have looked for the Liva tag in garments and experienced the special fabrics designed in numerous styles by these brands.
LAPF is a 250-member growing group to be the best in class in the textile industry with support on design development, technical innovation, vendor management, marketing and consumer insights offered through a systematic program by Birla Cellulose.
Liva fabrics would be made available to quality-focused brands across the country. Co-promotion will also be rolled out in a phased manner through tagging for which a qualification matrix has already been worked out.