Birla Cellulose plans fashion collection under Liva

Aditya Birla Group’s fibre division Birla Cellulose is exploring possibilities of launching

a fashion collection under its ‘Liva’ brand. The three billion dollars (over Rs 18,000 crores) entity wants to take advantage of the growing popularity and demand for viscose by creating an exclusive range. The company has so far been catering viscose or cellulose fibre to other apparel brands.

Aiming to establish itself in formal, casual and ethnic wear space, the company has tied up with designer Puja Mehra to create designs utilizing the company’s innovations in fibre. Birla Cellulose supplies fibre to domestic and international textile brands such as Target and Marks & Spencer, besides own brands under its portfolio like Van Heusen, Allen Solly and Louis Philippe. The company also has sub-brands like Birla Modal, Birla Viscose, Birla Spunshades and Birla Excel, under its belt.

Having invested Rs 2,500 crores in its fourth plant at Vilayat in Gujarat and owning a fully integrated manufacturing facility from plantation to pulp to fibre in countries such as Canada, Laos, Sweden and fibre plants in China, Indonesia and Thailand, Birla Cellulose has aggressive plans for Liva.