News Retail


Here comes the breaking news. LIVA, from Aditya Birla Group, has caught the fancy of India’s most celebrated women attire- SAREE! Buoyed with grand success in the brands and women apparel categories like Stoles, Kurtis, and Leggings; LIVA is all set to take the women clothing by storm. They have announced their entry into this segment at India’s largest saree event, Kolkata Fashion Expo to be held on 6th August 2019.

Sponsored and presented by Liva, the event will have a fashion show showcasing fabrics from Liva and a lounge where the collections by the brand’s partners will also be on display for the first time. LIVA’s aim is to reimagine the heritage that the saree embodies and combine it with  the attributes of Liva fabric to suit the needs of contemporary women.

Liva is a new-age fabric from Aditya Birla Group. Unlike other fabricsthat are boxy or synthetic, Liva is a soft, fluid fabric which falls and drapes well.  A promise that is delivered through accredited value chain. The new-age, naturally sourced fiber 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 eco-friendly.

Birla Cellulose represents the Pulp and Fiber business of Aditya Birla Group, is India’s pioneer in Viscose Staple Fiber (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 blendable fiber, VSF is widely used in apparels, home textiles, dress material, knitted wear and non-woven applications. Birla Cellulose commands a major worldmarketshare in the man-made cellulose Fiber domain.

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