Birla Cellulose Conducts Successful Hub Meet In Salem Focusing On Sarees


As a part of their industry initiative, Liva from Birla Cellulose conducted a hub meet at Salem focusing on saree category. A key textile centre, Salem is known for yarn-dyed products and innovations in fabrics. The event was focused to provide a one-stop customer experience centre for innovation, technical, product and marketing solutions for exporters, brands and buyers across the country focusing on the saree category.

Today, the Indian saree market is about Rs 65,000 crore and Salem has a unique blended fabric offering for sarees. The motive of the meet was to build awareness for the emerging trends within the saree segment, and also sharing an opportunity for yarn partners and weavers especially from the Salem region to grow their business with Liva. This meet had participants from different regions like Ellampalli, Erode, Salem, Perundarai, Gobbichittipallayam, Komarapalayam and Belgaum.

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Manohar Samuel, Senior President – Marketing, Birla Cellulose commented, “Salem is the current important textile centre and a forerunner in yarn products, and thus the perfect place to have the hub meet which showcased the innovations and the amazing range of colours of the saree products to the various brands across domestic and global market. As per our consumer study, the demand for comfortable and sustainable products will keep growing and LIVA will work as the right solution for comfort and fashion.”

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Various innovative ranges of yarns were showcased by some of Liva’s partners – Sumeet Synthetics, Keshav Rayon & Anjani Associates. The products showcased were well-regarded for their superior hand feel and luxurious softness. The products which were most appreciated were Silk X Modal, cotton X Modal, and Nylon X Modal.

Weavers found the event to be highly relevant and were enthusiastic about the possibilities of innovation as well as processing and marketing support by Birla Cellulose. The partners attending the event found networking opportunities through this event. The event was well appreciated and the attendees are looking forward to associate with Brand LIVA for sarees.

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