Grasim Industries, the Aditya Birla-owned company, launched its subsidiary Birla Cellulose’s first fabric brand ‘Liva’. This is the company’s step to establish a consumer connect and it has spent around Rs.150 crore in the R&D for the fabric and establishing a value chain, according to a company spokesperson.
The company roped in Bollywood actor Kangana Ranaut as the ‘Liva’ brand ambassador. This is Grasim’s first viscose staple fibre (VSF) brand. K. K. Maheshwari, MD, Grasim and Group business director – fabrics and textiles, said the launch of Liva was “a defining moment for the company. VSF, once reckoned as a commodity, is increasingly moving to raise its share of value added products and solutions.”
“The pulp and fibre business is an integral part of our Group,” Kumar Mangalam Birla, Group Chairman, said in a statement. VSF has characteristics similar to cotton and is used in apparel, home textiles, dress material and non-wovens. Liva will be available with leading brands and retailers such as Van Heusen women, Allen Solly women, Global Desi, Chemistry, F-109, Pantaloons and Lifestyle. The company expects Liva to reach over 50 cities and 1,000 outlets with about two million garments tagged with Liva in the first season of national launch.
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“We enjoy a leadership position with over 20 per cent of the world market share. Over the last three years alone, our investments have been in excess of Rs.4,300 crore and our capacities have scaled close to one million tonnes per annum. Our consumer brands are over Rs.60,000 crore, larger than that of many leading consumer brands put together,” Mr. Birla said.