Liva Connect launched, number of stores to go up to 4,000

Liva, the fabric launched by Aditya Birla Group, is on an aggressive growth path following its successful acceptance. From 2,000 stores at present, it aims to be in 4,000 stores in the domestic market. At the recently held ‘Confluence’ conference, a Liva accredited partner forum platform, a b2b digital platform, Liva Connect, was launched. It is aimed to provide access to the unorganised sector and ensure that the market is widened and deepened at the same time. The Confluence conference saw over 600 top industry players from across the country. They discussed on ways and means to increase the viscose sector in the domestic market.

Speaking on the occasion, Dilip Gaur, MD, Grasim Industries and Business Director pulp and fibre division, Aditya Birla Group, said, “In Spring/Summer 2016, Liva has a presence in over 2,000 stores across 140 cities with 7 million garments tagged to the brand. We intend to double the outlets to 4,000 stores in the next two seasons. The growth of the brand is accelerating with each season.”

Presently, the per capita consumption of viscose fibre in India is 0.2 kg whereas globally it is 0.75 kg and it is twice in China at 1.5 kg. Birla Cellulose has been working on speciality fibre within the viscose segment that accounted for 36 per cent of the total portfolio in the just concluded year compared to 28 per cent in the previous year. And as designer Narendra Kumar, pointed out the demand for high fashion apparel is not restricted to metros only but also in Tier-II and -III cities like Patna and Kanpur and Liva has the potential to satisfy this growing demand.

Liva is focussed on women’s clothing -- western, ethnic, fusion wear, leggings, palazzos, harem pants, stoles, etc and has ambitious plans to exponentially ramp up the women’s wear sale in India. After leggings, Liva has forayed into saris.

Liva is a natural fluid fashion fabric, created from natural cellulosic fibres. It transforms the way garments are worn, giving them the most liquid and soft drape. Liva is the preferred ingredient fabric brand for leading women’s brands in the country.