Aditya Birla Group launches new age fabric LIVA Crème

June 10, 2017 written by

Aditya Birla Group liva creme fabric launch

LIVA Crème, the new age fabric from the Aditya Birla Group, was launched by Kumar Mangalam Birla, Chairman, Aditya Birla Group. Liva

Crème fabric – a new variant of Liva fabric – offers consumers the luxurious soft feel which is fluid and natural. Embedded in the fabric is the core promise of Liva coupled with it are the enhanced features of luxurious fineness and softness.

Speaking on the occasion Birla stated, “I recount that when we set out on this journey, our vision was to create value for the entire value chain of viscose based fabrics. I am so pleased to say that the ecosystem of our LAPF partners has resulted in also placing India on the global map. We are now a preferred sourcing destination of viscose based products.

This is truly in the spirit of the ‘Make in India’ initiative of our honorable Prime Minister”.

“One of the finest examples of customer centricity within the Group has been our VSF business. From being just product focused, the business has moved superbly to providing solutions to customers by working seamlessly with the value chain. LIVA’s end-to-end ecosystem of a high-quality product, continuous innovation, the LAPF network and aspiration created by communication and brand engagement is a great case study in consumer focus.” added Birla.

The event was launched amidst a lot of fanfare and glitterati with Bollywood actress and Liva Crème brand ambassador KanganaRanaut walking the ramp. The Liva tagged garments will be available across premium brands like Allen Solly, Van Heusen, Shoppers Stop, Biba, Pantaloons and Lifestyle among others. Renowned designers namely Nikhil Thampi, Shivan-Naresh and Ka-Sha have created collections for Allen Solly, Van Heusen and Shoppers Stop respectively.

Focus markets for Liva Crème will be Delhi, Mumbai and Bangalore. Garments made of LIVA Crème can be identified with the gold and cream coloured tag at the stores. “It is always our endeavour to offer something new to our customers. Liva Crème fabric has all the attributes of Liva fabric while offering the added benefit of luxurious soft feel. The fabric has found tremendous response from women consumers, as per a research conducted in Mumbai and Delhi. The proposition of luxurious softness has been crafted basis their feedback”,  said Business Director, Pulp & Fibre, Dilip Gaur.


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