Birla Cellulose Launches Livaeco, The More Sustainable Liva Variant

New Products and Innovation

Birla Cellulose Launches Livaeco, The More Sustainable Liva Variant

Birla Cellulose has unveiled a new eco enhanced variant of Liva fabric i.e. Livaeco. The event took place amidst glitterati and a forest-themed setup with Bollywood-actress-and-Liva-brand-ambassador Kangana Ranaut walking the ramp. The show featured garments designed by India’s leading fashion designers – Anju Modi, Wendel Rodricks and Gaurav Jai Gupta, using Livaeco. “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,” said Dilip Gaur, Managing Director, Grasim Industries Ltd. Liva – in a short journey of just over four years - has become a preferred ingredient brand for most consumers through its consistent high quality, natural origin and fluidity that it imparts to the garments making them fashionable and highly desirable. Whilst Liva itself is a highly sustainable fabric, Livaeco enhances this further through the use of raw materials from sustainable and certified forests, lowest water consumption and low greenhouse gas emissions during the manufacturing process, coupled with a unique traceability solution for ensuring source credibility. Livaeco will be available exclusively in SS 19 and AW 19 seasonal collections of brand ‘W’. ‘W’ has especially curated a high fashion collection leveraging the attributes of Livaeco. The collections are expected in 300+ exclusive ‘W’ Stores and many more in ‘W’ collections at large format stores and multi-brand outlets across India by March’19.