Birla Cellulose, the flagship company of Aditya Birla Group recently launched Liva, a New Age fabric brand with Bollywood actress, Kangana Ranaut, as its brand ambassador. Made from natural cellulosic fibres using wood pulp, a natural resource, Liva lends fluidity, comfort and fashion quotient to any piece of clothing. At the recent 61st National Garment Fair organized by CMAI in Mumbai, Birla Cellulose promoted Spring/Summer 2016 line of Liva fabrics.

These fabrics showcased innovation in line with consumer trends forecasted by international design consultants. The innovations had unique blends like modal wool, Amicor modal, Cuprammonium modal as well as dobby and jacquard structures. The company has also launched a unique concept called ‘Liva Accredited Partner Forum (LAPF)’ in March 2015. LAPF is a community of spinners, fabricators and processors, who work closely with Birla Cellulose on innovation, quality and technology to deliver Liva fabrics to consumers.

Birla Cellulose being the world leader in manmade cellulose fibre is increasingly engaging with the end consumer directly as well as through leading garment brands in India like Global Desi, Allen Solly Women, Chemistry, Pantaloons, Van Heusen, Fusion Beats, 109F and Lifestyle, among others. Liva fabrics would be made available to quality focused brands across the country. Co-promotion will also be rolled out in a phased manner through tagging for which a qualification matrix has already been worked out.