Birla Cellulose launches LIVA, the New Age fluid fabric

Aditya Birla group company, Birla Cellulose unveiled the much awaited New Age fabric brand ‘LIVA’, with brand ambassador and national award winning actress Kangana Ranaut. At the gala event, it also announced the launch of LIVA Accredited Partner LAPF and also held an exclusive fashion show. LIVA is a natural, fluid, and fashionable fabric which infuses fluidity into the garment.

LIVA, the New Age fabric set to rule fashion

“I did not know that fibre can be extracted from wood pulp,” said Ranaut at the launch. “Moreover, what attracted me towards LIVA was the fabric from the fibre which is so fluid, comfortable and fashionable and I simply loved it,” she added. She pointed out that the fabric drapes the body just the right way and wasn’t too boxy or tight. “The fabric moved as I moved. I think it’s the kind of fabric that can go well with any clothing and occasion. Personally, I feel LIVA is going to play a very important role in the world of fashion,” she opined.

Hosted by K K Maheshwari, Managing Director, Grasim Industries and Group Director-Textiles, the gala event was attended by leading fashion designers and stalwarts from the textile and retail industry. They came together to experience the world of natural, fluid fashion. Among the attendees were: designer Wendell Rodricks, Puja Nayyar, James Ferriera, Jatin Kochhar and Anita Dongre.

Speaking at the occasion Maheshwari said, “We needed to create a distinctive and relevant end-consumer promise. With years of experience and several intense rounds of understanding, we found one that resonates strongly with the desires and beliefs of customers. Not only does it fully satisfy them on the aspect of being a natural product, it also delights them with its distinctive aspect, which is its soft drape, or ‘fluidity’. I am delighted to announce that we are launching this product under the brand name ‘LIVA’ with the very simple but meaningful and attractive proposition of ‘Natural Fluid Fashion’.”

The LIVA Accreditation Partner Forum

The event was also the launch of LIVA Accreditation Partner Forum (LAPF). This is a group of spinners, fabricators and processors who have developed the capability to offer good quality and innovative products (yarns, grey and finished fabrics) made up of Birla Cellulose fibre/fibre blends. The fabrics made by such partners/value chain would be termed promoted and marketed to garment manufacturers, retailers and brands and consumers as ‘LIVA’. It is an ecosystem which has its genesis on consumer need for ensuring quality fabrics to fulfill the LIVA promise, linking different parts of the fragmented garment supply chain.

Birla Cellulose is the pulp and fibre division of Aditya Birla Group. The pulp and fibre business is an integral part of the Group and over the years, it has contributed significantly to its growth. It also has a remarkable global position. Birla Cellulose enjoys a leadership position with over 20 percent of global market share. Over the last three years the Group’s investments have been in excess of Rs 4,300 crores and capacities have scaled close to one million tons per annum.