27 March 2015
In the first season of national launch, Liva will reach over 50 cities and 1,000 outlets
The Aditya Birla Group today launched Birla Cellulose’s “Liva”– a fibre brand targeted at retail customers. The company will be tying up with well-known fashion designers including Anita Dongre and spinners and weavers who will be using the fibre to create their new designs.
Group chairman Kumar Mangalam Birla, said the pulp and fibre business contributed significantly to group’s growth and has taken a remarkable position in terms of global presence. “We enjoy a leadership position with over 20% of the world market share. Over the last three years alone, our investments have been in excess of Rs 4,300 crore and our capacities have scaled close to 1 million tonnes per annum. As a group, we have always been customer-centric and VSF continues to move ahead of the times,” he said.
“You would be surprised to know that our consumer brands are over Rs 60,000 crore, larger than that of many leading consumer brands put together. With the launch of LIVA, our endeavour is to establish the same connect with the end consumer (who in the Viscose Fibre business is several steps removed from our operations) and while doing that take the entire value chain along with us,” he added.
K K Maheshwari, Managing Director, Grasim, said the launch of Liva was “indeed a defining moment for us as we take another major step forward in the continuing journey of Birla Cellulose towards achieving greater heights of excellence and growing leadership globally”. He said that the business, long-term, has a great future and that viscose staple fibre once reckoned as a commodity was increasingly moving to raise its share of value added products and solutions.
Liva will be available with leading brands and retail like Van Heusen women, Allen Solly women, Global Desi, Chemistry, F-109, Pantaloons and Lifestyle. In the first season of national launch, Liva will reach over 50 cities and 1,000 outlets.