In a landmark move poised to reshape the environmental future of fashion, Birla Cellulose launched India’s first next-generation cellulose fiber known as  Liva Reviva M. This breakthrough product is made with up to 50 per cent mechanically recycled post-consumer textile waste. The launch marks a bold declaration that fashion must shift away from its traditional linear model.

The world currently generates 92 million metric tons of textile waste annually, a figure the United Nations Environment Program projects will grow by 45 per cent in the next five years. Liva Reviva M arrives as a tangible, scalable, and certified answer to one of the fashion industry’s most critical crises.

Liva Reviva M isn't just another sustainable fiber; it’s the future of fashion itself. We’re not talking about incremental change. We’re talking about rewiring the very DNA of how fashion is made, worn, and reborn, says Manmohan Singh, Chief Marketing Officer, Birla Cellulose.

Liva Reviva M achieves true circularity by blending premium man-made cellulosic fibers with mechanically recycled textile waste. The fiber offers core benefits including 100 per cent plant-origin with major cellulosic content, skin-friendly and breathable, soft to the touch with a fluid drape and certified by both GRS (Global Recycled Standard) and FSC (Forest Stewardship Council).

This fiber is already proving its versatility in real-world use, ranging from premium denims to knitted wear, with leading fashion brands eager to incorporate it into their upcoming collections.

Liva Reviva M provides a rare asset: a commercially viable and technically proven solution. It demonstrates how post-consumer fashion waste - once destined for landfills and incinerators—can now be reborn into high-performance garments, effectively redefining waste as a valuable resource.

With this launch, Birla Cellulose, a global leader in cellulosic fibers and part of the Aditya Birla Group, solidifies its claim as an environment-first pioneer.