Aditya Birla Cellulose to groom fashion advisers to engage with consumers

Aditya Birla Cellulose best known for its brand Liva, is now grooming fashion advisors, who will engage with consumers in retail stores across the country. The move, is in line with the government’s Skill India programme, that intends to train about 300-400, 12th standard girls aged 17 to 20 and train them with skills to create awareness about the fabric, designs, styles and other elements. The company has tied up four large-format stores namely Pantaloons, Shoppers Stop, Central and Reliance Trends who will absorb them after the training. The first batch includes 267 girls along with 35 supervisors cherry picked from across 30 cities and are being placed in 251 stores across the country.

Manohar Samuel, President (marketing & business development), Aditya Birla Cellulose says they have hired an agency to train on finer aspects of how to engage with consumers. They, along with supervisors, will be in the market for 45-60 days and will then be placed in retail outlets after that. He added that every season the company has plans to groom about 300-400 fashion designers.

The company’s Liva brand of fabric, which was launched in March 2015, is now being used by over 30 women apparel brands like W, Biba and Auerlia. As per its consumer survey, around 97 per cent women are believed to like the bio-degradable cellulose fabric.