Liva, the fashion ingredient brand from Birla Cellulose and part of Grasim Industries Ltd., and the flagship company of US $ 48.3 billion Aditya Birla Group, has supported over 150 handloom saree artisans and weavers across the country.
With this initiative, artisans get easy access to a wider market and designers which otherwise would have been out of reach.
Liva acts as a facilitator wherein the company ropes in designers and value chain partners and promotes knowledge sharing on handloom sarees.
By providing accessibility to the world of fashion through the association, Liva enables the artisans in the handloom saree hubs across the country to turn self-reliant.
With this initiative, Liva, the leading viscose player in the country, is introducing newer fibres such as viscose in the handloom sector as the industry gears up to stay relevant in the ever-competitive market.
Liva has pledged to provide further support to artisans and weavers across handloom saree hubs in India including Varanasi (Uttar Pradesh), Chanderi (Madhya Pradesh), Orissa, Andhra Pradesh, Telangana and Tamil Nadu to innovate handloom sarees and reignite the demand.
“Liva has always been in the forefront of promoting Indian textile industry. We want to enable the entire value chain of the handloom industry to showcase their art, talent and various applications across verticals. With LAPF Studio and through our accredited value chain partners, we’re able to provide access to the handloom industry as well,” said Rajeev Gopal, Global Chief Sales and Marketing officer, Pulp and Fibre Business, Aditya Birla Group.
