Grasim’s viscose business increased 18 per cent year on year in Q4. The share of domestic sales rose to 86 per cent from 83 per cent in the same quarter last year.

Grasim’s popular viscose staple fiber brand Liva has been extended to the home textile category with the launch of Liva Home. Today, Liva partners over 40 retail brands and is available across 3,500 outlets in exclusive business outlets and large format stores in India in addition to many more multi brand outlets in 250 cities of India. This has resulted in doubling viscose fiber consumption in the country over the past four years.

Grasim’s viscose business will continue to focus on expanding in India by partnering textile value chain, achieving better customer connect through its brand Liva, extensions into new categories and enriching the product mix through a larger share of the specialty fiber. The viscose business has been registering double digit growth in the last few years and the market share of viscose in the overall fiber basket has gone up from 3.5 per cent to five per cent in the last four years.