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Birla Cellulose introduces sustainable fabric Livaeco

Birla Cellulose, a part of Aditya Birla Group’s Grasim Industries, has launched a new eco enhanced variant of Liva fabric, Livaeco. Whilst Liva itself is a sustainable fabric, Livaeco enhances this further with the use of raw materials from sustainable and certified forests, lowest water consumption & low green house gas emissions during manufacturing.

“At Birla Cellulose, sustainability is a continuous journey towards the wellbeing of all stakeholders and conserving nature. With the launch of Livaeco, we endeavor to systematically engage with the textile value chain and offer consumers fashionable clothing that is eco-friendly,” said Dilip Gaur, managing director, Grasim Industries Ltd.

Livaeco, the eco enhanced variant of Liva was launched with forest themed fashion show with garments designed by India’s leading fashion designers – Anju Modi, Wendel Rodricks and Gaurav Jai Gupta. Kangana Ranaut, Liva’s brand ambassador, brought up the grand finale as the showstopper in a gorgeous Livaeco garment.

“Birla Cellulose, following the Aditya Birla Group’s philosophy of being at the forefront of sustainable business practices, has taken yet another step towards enhancing the sustainability of the fashion industry through the introduction of Livaeco, a new variant of Liva,” added Gaur.

Notably, Livaeco will be available exclusively in S/S 2019 and A/W 2019 seasonal collections of brand ‘W’.

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