LIVA, the New Age fabric ready for fashion world
“I did not know 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, a Aditya Birla group company, the gala event was attended by top 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 launch 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’.”
Maheshwari informed LIVA will be available with leading brands like Van Heusen Women, Global Desi, Chemistry, Pantaloons, Lifestyle, Allen Solly Women. “In the first season, we will reach 50 cities and 1,000 outlets. We expect sales of garments tagged with LIVA will cross two million for our brands and retail partners. This will be supported by a strong media campaign. Captivating visuals will appear in leading dailies, magazines, outdoor and digital,” he explained. And within two years the product is expected to be in 2,500 stores.
Launch of LIVA Accreditation Partner Forum
The event also saw 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. “This is an integral part of the brand LIVA. When these partners work continuously on improving their service to brand and retail, we are working with them for technical support, supply chain, market development, and design development. We have 250 partners in the forum. This is making a difference to the quality, variety and service that brands and retailers in the country are getting. The LIVA tag is attached to the garments. Many of the stores will have eye catching LIVA visual merchandising. We are co-advertising some of these brands to create awareness among consumers,” said Maheswari.
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.
