Birla Cellulose To Take Its Liva Brand Viscose Fabric To Bangladesh, Indonesia, China

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Birla Cellulose, which is part of Aditya Birla Group’s Grasim Industries, is taking its Liva brand of viscose fabric abroad, according to a statement by a top company official.

Birla Cellulose has already set up a Liva Accredited Partners’ Forum (LAPF) in Indonesia as well as Bangladesh, the official said.

LAPF is a group of vendors that make, spin, dye, and then supply Liva to apparel makers. The company is looking to set up a similar forum in China very soon, the official stated.

In China, the company plans to take not just Liva but also ‘Liva Crème’, along with its modal fibre, which is a variant of rayon, besides spondite fibre as well as others, according to the official.

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Liva Crème, which was launched this year, is a Liva variant marketed as a softer, more luxurious variant of the flagship Liva.

Bangladesh and Indonesia are both large textile manufacturing and garment export hubs.

Birla Cellulose launched Liva, the lone branded viscose fabric in India, in 2015. Like Lycra and Spandex in the US, some of these apparel brands carry the ‘Liva’ tag on their products.

Since it was launched in 2015, the number of clothes carrying the Liva tag has grown from 18.4 lakh tags to 110 lakh tags currently. The largest Liva tag carrying client is Kishore Biyani owned apparel brand and retailer FBB.

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Other major clients include brands of Madura Fashion and Lifestyle, which are also owned by the Aditya Birla Group. Liva also sells to global apparel brands including Zara and H&M, although they do not carry the fabric’s tags on their clothing.

Of Birla Cellulose’s total 950 tonnes of daily production of fabric every day, Liva comprises nearly 38% or 370 tonnes per day, the official stated.

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