Sunday, March 29, 2015



Mumbai, 27th March 2015: Birla Cellulose, from Aditya Birla Group, unveiled their much awaited new age fabric brand, LIVA with their new stylish brand ambassador Kangana Ranaut and announced the launch of Liva Accredited Partner LAPF at JW Mariott, Mumbai with an exclusive fashion show.
LIVA is a new age fabric that is natural, fluid, and fashionable which infuses fluidity into the garment.

The evening saw a beautiful amalgamation of the five elements to bring out the essence of LIVA, in a fluid fashion showcase titled ‘Panchtatva’. James Ferreira, renowned for his subtle non-literal infusion of Indian elements, presented the LIVA Collection themed AIR, Puja Nayyar, known for her unique ideation towards experimentation in design, used EARTH as an element to showcase the expanse of the fabric LIVA, Narendra Kumar, well known for his structured silhouette and sharp tailoring, displayed the fluidity of the fabric, using WATER as the inspiration and Anita Dongre, who is known for her wide range -prêt to couture, traditional to contemporary, classic to avant-garde and desi to global, took inspiration from FIRE to bring alive the fiery fluidity of LIVA. The highlight of the showcase was show stopper Kangana Ranuat, walking the ramp in a gorgeous LIVA creation.

Speaking from the venue, actress Kangana Ranaut said “When I saw the fabric I was really surprised at how flowy and fluid it was. It draped by body in just the right way, wasn’t too boxy or too tight. The fabric moved as I moved. I think it’s the kind of fabric that can go well with any clothing and occasion. Moreover, I personally feel that LIVA is going to play a very important role in the world of fashion. People always want something new; something exciting and I can see it happening with LIVA. The collections seen tonight are very much testament to the great potential the brand has for women’s wear. It feels great to be here tonight with the wonderful design team from LIVA, and of course, the absolutely brilliant designers who have show cased their collections”

Hosted by Mr K.K. Maheshwari, Managing Director - Grasim Industries and Group Director - Textiles, the evening sawleading fashion designers and industry stalwarts from textile and retail gather under one roof to experience the world of natural, fluid fashion. Seen in high fashion spirits were Wendell Rodricks, Puja Nayyar, James Ferriera, Jatin Kochhar and Anita Dongre

Speaking during the press-conference, Mr. K.K Maheshwari (Managing Director - Grasim Industries and Group Director - Textiles)  said, “Firstly, we needed to create a distinctive and relevant end-consumer promise. With years of experience and several intense rounds of understanding consumers, we have found one that we believe resonates strongly with their desires and beliefs. Not only does it fully satisfy them on the aspect of being a natural product, it also delights them on the distinctive aspect of the product which is its soft drape, or “fluidity”. I am delighted to announce that we are launching this product under the brand name “Liva” with the very simple but very meaningful and attractive proposition of “Natural Fluid Fashion.”
About LIVA

LIVA is a new age fabric made with natural fibres from Pulp &Fibre Business of Aditya Birla Group. It’s is a fluid fabric that gives a glamorous drape is soft, has shine and is extremely comfortable. LIVA is made from natural fibers/cellulosic that is derived from wood pulp.  Hence, it gives a beautiful flow to the garments and enhances ease of movement.  It takes the shape of the body and hence gives you perfect look. It doesn’t tug out like other stiff fabrics. It is extremely soft and has a great feeling on the skin. It also has a natural shine that makes it look dressy unlike other fabrics. And finally since it is natural, it has great breathability and it is extremely comfortable to wear.

About Birla Cellulose:
Birla Cellulose is the pulp and fibre business division of Aditya Birla Group.
The Pulp and Fibre business is an integral part of the Group and over the years, it has contributed significantly to its growth and has taken a remarkable position in terms of global presence.  Birla Cellulose enjoys a leadership position with over 20% of the world market share.  Over the last 3 years alone Group’s investments have been in excess of Rs. 4,300 crores and the capacities have scaled close to 1 million tons per annum.  Birla Cellulose has always been customer-centric and VSF continues to move ahead of the times.
LIVA Accreditation Partner Forum (LAPF)  is a group of Spinners, Fabricators and Processors who have developed the capability to offer good quality& innovative  products (yarns, greige & finished fabrics) made up of BC fibre/BC fibre blends. The fabrics made by such partners/value chain would be termed promoted and marketed to Garment Manufacturers, retailers & Brands and consumers as ‘LIVA’ . It is an ecosystem which has its genesis on consumer need for ensuring quality fabrics to fulfill the Liva promise, linking different parts of the fragmented garment supply chain

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