Liva collaborates with 1500 weavers

To support the weaver community and increase productivity in the handloom sector, Aditya Birla Group’s Birla Cellulose has so far collaborated with over 1500 weavers across the country.

In a press release, the company informed that along with its regional partners, Birla Cellulose has created awareness about a natural, sustainable, and durable alternative by introducing fibers such as Viscose, Modal, and Excel under the Liva brand.

Birla Cellulose has already supplied 50 tonnes of yarn to weavers in the past year, ensuring timely delivery and 50 per cent YOY growth is expected.

This initiative helps revive the industry and supports its expansion, aligning with the vision of ‘Make in India’ for the handloom sector.

According to  Priyanka Priyadarshini, AVP of Business Development at Birla Cellulose, their steps aim to inspire new artists and provide them with stable-priced raw materials are creating demand consistency.

To create a seamless supply chain of Liva handloom products for consumers, Birla Cellulose has undertaken rural outreach programs, awareness campaigns, technical seminars, and offline and online marketing activities. They have extended their support beyond production, assisting with post-production requirements such as tagging, market connections, roadshows, and door-to-door promotions.