Aditya Birla Group’s Liva, a leading ingredient consumer brand, has introduced a new variant of the Liva fabric which boasts of an even higher eco-quotient than its former version. Called as Livaeco, the fabric was unveiled in a forest-themed event that witnessed Bollywood-actress-and-Liva-brand-ambassador Kangana Ranaut walking the ramp.
Dilip Gaur, MD, and Rajeev Gopal, CMO, Pulp and Fibre Business, Grasim Industries Ltd and many other dignitaries were present at the launch.
Livaeco was incorporated into the designs of renowned designers Anju Modi, Wendel Rodricks and Gaurav Jai Gupta for the event.
Livaeco enhances the sustainability index of Liva, which itself is a highly sustainable fabric, through low water consumption, the use of raw materials procured by sustainable and certified forests and low green house gas emissions during the product development and manufacturing process. All of this is complemented by a unique traceability solution for ensuring source credibility.
The products made via Livaeco will be retailed exclusively by the TCNS-owned brand W for the seasonal collections of SS 19 and AW 19. A high fashion collection has been curated by ‘W’ for Livaeco. It will be available in 300+ exclusive ‘W’ Stores, select large format stores and multi brands outlets pan India starting March’19.
“At Birla Cellulose, sustainability is a continuous journey towards the wellbeing of all stakeholders and conserving nature. With the launch of Livaeco, we endeavor to systematically engage with the textile value chain and offer consumers fashionable clothing that is ecofriendly.” – Dilip Gaur, Managing Director, Grasim Industries Ltd.
“Birla Cellulose, following the Aditya Birla Group’s philosophy of being at the forefront of sustainable business practices, has taken yet another step towards enhancing the sustainability of the fashion industry through the introduction of Livaeco, a new variant of Liva,” added Mr Gaur.
Promising consistent high quality, natural origin and fluidity, the brand Liva has become a preferred ingredient brand for the consumers since its inception 4 years ago.
“I strive for excellence in whatever I do. My fashion choices are not any different. Livaeco enables me to look my fashionable best and yet gives me the satisfaction that it is helping in preserving our precious environment.” – Kangana Ranaut, Brand Ambassador, Liva