Birla Cellulose, the pulp and fibre business of India’s conglomerate Aditya Birla Group, is supporting various textile clusters across India. Recently the textile giant started this initiative in Salem (Tamil Nadu). Now similar efforts are being taken at Bhagalpur (Bihar) known for its years-old silk industry that produces world-famous Tussar Silk and Bhagalpuri Sarees.
The company hosted an event, focusing on the growth of the hub featuring buyers representing prominent brands, at Bhagalpur. The objective of the event was to build awareness on emerging trends in women’s apparel globally and particularly in India, changing needs of the consumer and growing environmental concerns.
It also aimed to share unique opportunities for yarn partners and weavers to grow their business with Liva, an eco-friendly fabric brand owned by Birla Cellulose. The company observes that there are enough opportunities in innovations in dress materials, sarees and stoles with brand Liva. With the market for women’s apparel witnessing high demand and expecting a further rise, it is definitely an area of focus for the industry.
Through such meetings team Liva supports hub by providing innovation, technical, product, and marketing solutions for the value chain, buyers, exporters and brands across the country.
“There is a huge gap in the product offerings in sarees from Bhagalpur. You either have a premium or there is a basic level. There is a need for mid and mid – premium range. We aim to fulfill this gap by giving our partners more product offering and a compelling value proposition.”- Rajeev Gopal, Global Chief Sales, and Marketing Officer, Birla Cellulose
The well-appreciated meet also witnessed various innovative ranges of yarns, fabrics, and sarees showcased by various Liva’s esteemed partners. The products showcased were well-regarded for their superior hand feel and luxurious softness. The products which were most appreciated were Silk X Modal in dress material, sarees as well as stoles.
Partners found the event to be highly relevant and were enthusiastic about the possibilities of innovation as well as processing and marketing support by Birla Cellulose. Attendees of the event are looking forward to associating with LIVA.
Birla Cellulose as an organization aims at pushing the sustainability movement in India. With the entry of Liva in this category, Saree too is set to be more sustainable with the use of technologically enhanced eco-friendly fabrics. Unlike other materials, which are boxy or synthetic, Liva is a soft, fluid fabric which falls and drapes well besides being comfortable and eco-friendly.