With an aim to bring sari back in fashion, LIVA organised an exclusive fashion show on April 29th at Hotel Novotel flaunting their first ever sari collection. Indian models sashayed down the ramp wearing LIVA’s latest collection that brings the best of fashion, comfort and ease to the consumer.
The collections came from some of the renowned sari brands associated with LIVA such as Nilima’s, Studio AV, Tatwamm, Aashirwaad and many more. They had created exclusive collections with Liva fabrics that exemplified the virtues of Liva – deep colours, unmatched sheen, skin friendliness and effortless drape. Being nature based, manufactured from the excellent wood pulp into fibre to fabric, the sari are highly comfortable.
Sharing insights about the sari market, H. K. Agarwal, COO & Business Head, Pulp and Fibre Business of Aditya Birla Group said, “The sari holds immense significance and a very special place in the wardrobe of Indian woman’s, allowing her to express her style and creating a ‘wow’ factor. The sari is by far the largest category of clothing in India, worth approximately Rs 40,000 crore and is growing at 6% CAGR. LIVA is looking forward to partnering leading sari brands and expect 3 million plus sari every month in the next 2 years.”
Speaking at the event, Manohar Samuel, President – MBDD, Birla Cellulose said, “The exciting journey of brand LIVA continues with its foray into the sari category. LIVA fabrics being natural, delight consumers with its fluidity that when you move, it moves with you.”
“Liva has experienced a successful journey in women’s wear in past one year. We have partnered with leading women’s brands in India and are present in more than 2000 retail outlets. This would be the first time that LIVA is entering the saree segment”, he added.
The other brand partners who showcased their exquisite collections of LIVA sari were Parasmani, Peach and Pink, Sammanita, Silk India, Banktesh, and Wonder Collection. The final fashion collection was a curated version from renowned designer, Krishan Mehta. Talking about her new collection, Krishna Mehta said, “This new collection will help a woman look & feel sensational, bringing alive her natural sophistication and innate elegance. The collection was designed keeping in mind the modern appeal and patterns that can be created with a sari. The various styles to drape a sari are what bring newness into this segment”.