Aditya Birla Group’s ingredient brand LIVA presented the immense possibilities in sarees at eastern India’s biggest fashion event – Kolkata Fashion Expo 2019, which is aimed towards bringing together the brightest and best fashion minds across the country. LIVA was the title sponsor of the event.
LIVA unfurled a whole wide world of sarees and suitable fabrics to the manufacturers, retailers as well as exporters. Value chain partners from different hubs including Bhagalpur, Erode, Surat and Varanasi closely working with LIVA presented their collection signifying a distinctive fashion statement that one can create with the country’s heritage in an aristocrat way. The fabric of LIVA sarees was associated with luxurious softness, feather-like feel and easy manageability to ensure a refined and graceful look.
LIVA’s efforts are aimed at providing innovative, technical product and marketing solutions for the brands and buyers from across the country with this category. Saree commands a market share of 50% in women’s ethnic wear segment. Given more than 100 draping styles have been documented for the saree, it is the fabric that can leave a first-time sari shopper bewildered. LIVA’s effort is to educate the consumers regarding the different fabric offerings and to showcase the fluidity of viscose and modal in sarees. The elegance of a saree is defined by the drape and fall of the fabric. Keeping these qualities in mind, viscose is becoming the new choice of fabrics in sarees.
Customers and business partners appreciated the range of Liva’s Royale as well as 9-to-9 collection for prolonged usage. Retailers have shownimmense interest in promoting sarees with Birla Cellulose fibres including viscose, modal and Excel.
Spokesperson from Liva commented, “The saree segment has been quite unorganised for years. Through LIVA’s efforts, we hope to promote the quintessential Indian garment.
It has been adapted all across India, with each region giving its own spin. We plan on embracing the culture and educating the consumers in terms of the fabric and fall. Kolkata is a major textile hub and hence is the ideal location to focus on innovation in the saree category.”
Birla Cellulose aims at pushing the sustainability movement in India. With the entry of LIVA in the category, saree too is set to be more sustainable with use of technologically enhanced eco-friendly fabrics.