At the recent Yarnex held in Tirupur, Aditya Birla Group’s new age fabric drew a lot of attention. Its application in loungewear, camisoles, leggings, men’s briefs and vests was highlighted. Unlike other fabrics that are boxy or synthetic, Liva is a soft, fluid fabric which falls and drapes well. The new age, naturally sourced fiber, which is made into fabric in pure or blended form, transforms not only the garment but also the person wearing it. It is comfortable, soft, natural and eco-friendly.

Liva, an Aditya Birla brand, has applications in loungewear, camisoles, leggings, men’s briefs and vests. Liva has been founded on the belief that sustainability and fashion can co-exist. The four-year-old brand has rocked the market through its innovative campaigns, strong value chain and quality. The Liva accredited partner forum has about 180 wet processors consisting mostly of woven and knitting, knit processing and woven processing. One-third is netting and two-thirds is woven. Liva promises the consumer a natural fluid and fashionable fabric which has passed through an accredited value chain for quality guarantee. Saris are being made with Liva. Liva has leveraged its attributes of drape, natural sheen and softness and wants consumers to re-imagine the sari in a new way. To better suit the needs of the value chain, Liva has also introduced new blends for both occasion wear and regular wear. Liva hopes to bring innovation into the sari as a category.