Birla Cellulose, the flagship company of the Aditya Birla Group, recently launched ‘Liva’ – a new age fabric brand in line with consumer needs. Leading Bollywood diva, Kangana Ranaut is the brand ambassador of Liva and had been part of the Liva launch in Mumbai earlier this year. Made from natural cellulosic fibres using wood pulp, a natural resource, Liva lends fluidity, comfort and fashion quotient in clothing. Since the launch, ‘Liva’ has found many admirers and the response received at the recently concluded NGF only strengths the fan-following.
Birla Cellulose being the world leader in manmade cellulose fibre industry is increasingly engaging with the end consumer directly as well as through leading garment brands in India like Global Desi, Allen Solly Women, Chemistry, Pantaloons, Van Heusen, Fusion Beats, 109F, Lifestyle, etc. In the past 4 months, consumers have looked for the Liva tag in garments and experienced the Liva fabrics designed in numerous styles by these brands.
The LAPF is a 250-member strong and growing group to be the best in class in the textile industry with support on design development, technical innovation, vendor management, marketing and consumer insights offered through a systematic program by Birla Cellulose. Liva fabrics would be made available to qualityfocused brands across the country.
At the 61st National Garment Fair, organized by CMAI in Mumbai, Birla Cellulose promoted Liva fabrics in line with their S/S ’16 collection. These fabrics had a high tinge of innovation in line with consumer trends forecasted by international design consultants. The innovations had unique blends like Modal Wool, Amicor Modal, Cuprammonium Modal, as much as a play of Dobby and Jacquard structures.
At the inauguration, Birla Cellulose had also launched a unique concept called ‘Liva Accredited Partner Forum’ (LAPF) of aggregated partners in March 2015. LAPF is a community of spinners, fabricators, & processors who work closely with Birla Cellulose on innovation, quality & technology to deliver Liva fabrics to consumers. Top leaders from the textile industry like Rahul Mehta, Director – Creative Garments and President – CMAI; Anita Dongre, Creative Director – AND Designs; Prashant Agrawal MD – BRFL, and many others shared their experience of working with the unique fabric.
The LAPF is a 250-member strong and growing group to be the best in class in the textile industry with support on design development, technical innovation, vendor management, marketing and consumer insights offered through a systematic program by Birla Cellulose. Liva fabrics would be made available to quality-focused brands across the country. Co-promotion will also be rolled out in a phased manner through tagging for which a qualification matrix has already been worked out.
At the recently concluded 61st CMAI exhibition, LAPF was represented by 6 members all having something unique to showcase. While Gokultex Prints, Surat, an innovation leader in natural fabrics, shared its exquisite collection in pure Modal, CuproModal in manifold weaves, designs and prints, Mercury Fabrics, Delhi showcased viscose & modal knitted prints unique with flora and fauna in brilliant colours as an innovation of Liva for the premium and mass markets.
Also on display by Winsome Yarns, Chandigarh – a premium speciality spinner and knitter – was their Spring/Summer & Autumn/Winter collection of viscose and modal knits in 100% and unique blends with super fine cotton, wool, silk, etc. Ujjwal Textiles, Surat have pioneered spun viscose yarn warp structured fabrics in Surat, uniquely styled through single yarn sized with high-end technology.
Last but certainly not the least, SVG Knits, Mumbai, showcased Ponte De Roma Knits hitherto imported and were a major innovation in Liva, in addition to viscose and modal blended knit wear. All the collections received rave reviews from the visitors. Since its inauguration, Liva Fabric has been a vital ingredient in the entire gamut of fashion – western wear, skirts, kurtis, palazzos, etc.
Bharat Tex Special Report 2026 
