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Birla Cellulose promotes Liva among designers and consumers

"Liva the fiber brand from Birla Cellulose is gaining popularity among garment brands. Liva is the brand name for fiber (Viscose, Modal) which is now being promoted at the consumer level. The brand has made inroads across 179 cities and is being co branded it with other brands. Manohar Samuel, President of Birla Cellulose says they have partners in supply chain via accredited partner forums like yarn manufacturers, fabric manufacturers and garment brands to sell Liva made garments at retail stores."

 

Liva

Liva the fiber brand from Birla Cellulose is gaining popularity among garment brands. Liva is the brand name for fiber (Viscose, Modal) which is now being promoted at the consumer level. The brand has made inroads across 179 cities and is being co branded it with other brands. Manohar Samuel, President of Birla Cellulose says they have partners in supply chain via accredited partner forums like yarn manufacturers, fabric manufacturers and garment brands to sell Liva made garments at retail stores. “Promoting a fiber brand involves taking the whole value chain,” Samuel opines.

 

Promoting Liva among consumers

Birla Cellulose leverages Liva proposition

Throwing light on the company’s strategy, Samuel says, “We have cobranded with different garment brands. For Liva, the financial year has been good .The number of stores has increased and 22 brands have been tagged. Next season, we need to have 32 customer tags.” Having spread to over 179 cities the brand is looking at spreading its footprint. “We will make inroads into more fashion products in specific areas. Fashion magazines like Grazia and Vogue have entered into ad tie-up with us. We have digital partners too,” explains Samuel. He further explained, “combined branding is with the stores. In the sari segment, we have tied up with category leaders. One is the topnotch traditional segment dominated by silk. modal saris. Then we have starched cotton saris and viscose. The third is the synthetic segment. Here we have polyester nylon.”

Across the country, in places like Surat and Kolkata the company has tied up with the top retailers and apparel brands. In women’s wear across many categories fiber sales have gone up. They are 14 per cent higher in India. Birla Cellulose also exports fiber and has improved their off take from India. Price wise they have always been reasonable. Liva follows all quality norms at the fabric level as this is a requirement across the world.

Samuel points out, consumer reception towards Liva has been good across men’s and women’s wear. Some supporting brands at the fabric and garment levels are Siyaram and Raymond. “They are much more knowledgeable than us in what they market. So their consumer insights on what can work well is critical for us. The last three seasons have been good for the international market. Along with garment exports, we have done work on active wear. Earlier, retail and promotional costs were too high for designers. This was a supply chain challenge.”

Birla Cellulose has developed a new model which is a cart concept. “Designers want to dye the fabric but may not want to immediately take 500 or 600 mt. So, we have tied up with Vardhaman. X Studios to give us finished goods,” he explains. Samuel says many designers are keen to work on Liva fabric. “They will have 50 per cent core and 50 per cent innovative designs. At the fabric level, they work on the colors and textures.”

 
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