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Machinery and Technology

Shree – The Indian Avatar Leverages Birla Group’s Liva Fabrics For Phenomenal Growth

• By  Henry Dsouza
• January 22, 2018

Aditya Birla Group’s new age fluid fabric, Liva has been optimally utilized by Shree – The Indian Avatar, which now boasts of increasing production of Liva tagged garments from 15,000 per month to 250,000 garments per month. Liva supports Shree with innovative fabrics, quality up gradation of vendors, latest trends and co-branded marketing campaigns.

Liva is unlike other fabrics that are boxy or synthetic. Liva is a soft, fluid fabric which falls and drapes well.  It’s a promise that is delivered through an accredited value chain. The new-age naturally sourced fibre made into fabric in pure or blended form, transforms not just the garment but also the person wearing it. It is comfortable, soft, natural, and eco-friendly.

Sandeep Kapoor, director of Shree – The Indian Avatar, also an expert in textile and apparel industry said, “Our success has a lot to do with the unique way in which we operate our business. We create, innovate and introduce 5 new trend collections every day, which is unlike any other garment manufacturing company in the country. This is a fast fashion model.”

Kapoor further added, “We get immense support from Liva with respect to innovative fabrics and modern trends. With increasing popularity of Liva, we now have almost 98% of our collection made from Liva fabric.”

Shree gets good consumer insights from 24 EBOs and 1000 MBOs.  These insights help to create new innovations on a daily basis. This also indicates that the supply chain has to be robust and fast. Liva Accredited Partner Forum (LAPF) has understood the requirement very well. LAPF has worked in close coordination with its partners and brought down the lead time of supplying the fabrics from 75 days to almost 25 days.

According to Manohar Samuel, President marketing, Birla Cellulose, "We are looking for partners who can understand consumers well, innovate continuously and also understand fabrics. Shree fits in all requirements very well. They have the ability to connect with every stratum, be it value chain or end consumers”.

To fuel growth, Liva supports Shree in cobranding activities, with a focus to spread awareness for both Shree – The Indian Avatar and Liva.

Textile Excellence