Birla Cellulose, has collaborated with Ankur Textile, lifestyle division of Arvind limited to launch a wide range of LIVA Fabrics with 100% modal, 100% viscose and viscose blends as an alternate to traditional fabric for new age Indian women who deserves high position as well as comfort in her apparel needs. LIVA range of fabrics are introduced under Ankur Textile fabric brands- Zoya, Blossom and Glam and Glory. This range has been carefully crafted to meet the requirement of western & ethnic womenswear.
Speaking at the launch, Brijesh Bhati, CEO, Ankur Textiles, (A Division of Arvind Limited) said, “The launch of this collection marks our expansion into multi-fibre fabrics as a fashionable alternative to cotton. Our expertise in textile fabrics, combined with the use of technology, has enabled us to develop fabrics that offer both styles with comfort for consumers. Our in-house design team will continue to introduce more such trendy collections in future to delight our customers. Speaking on the collaboration, Manohar Samuel, President Marketing, Birla Cellulose, expressed, “Collaborating with likeminded brands is part of our business strategy and we are happy to partner with Ankur Textiles. This association allows us to reach millions of women through their wide range of distribution with an assurance of high quality fabrics which are nature based and fluid. This is just the beginning; we are looking forward to a long-term collaboration with Ankur Textile.”
These fabrics will be available across retail points throughout the country in a range of colors, textures and prints. This will enable not just the retail consumers but boutique owners, designers, small retailers to access LIVA’s fluid fabric to create their own fluid designers.
About Arvind: Arvind is a $1.7 billion conglomerate with interests in textiles, branded apparel and accessories, engineering and real estate and is one of the leading textile to retail and brands conglomerate in India. Arvind Limited, manufactures and sells about 300 million meters of fabrics and over 30 million pieces of ready to wear apparel. Its denim, woven and knit products are known for being innovative and sustainable, which are sourced by some of the most iconic apparel brands around the world.
About Birla Cellulose: Birla Cellulose represents the Pulp and Fiber business of the Aditya Birla Group, is India’s pioneer in Viscose Staple Fibre (VSF). Birla Cellulose fibers are of 100% natural origin, highly absorbent, have an especially good feel, and are completely biodegradable. As an extremely versatile and easily bendable fibre, VSF is widely used in apparels, home textiles, dress material, knitted wear and non-woven applications. Birla Celluose commands a major world market share in the Manmade Cellulose fiber domain
About LIVA: Liva is a new age fabric from the Aditya Birla Group. Unlike other fabrics, that are boxy or synthetic, Liva is a soft, fluid fabric which falls and drapes well. A promise that is delivered through an accredited value chain. The new-age naturally sourced fibre made into fabric in pure or blended form, transforms not just the garment but also the person wearing it. It is comfortable, soft, natural, and ecofriendly.