Birla Cellulose from Aditya Birla Group recently did a grand launch of its new age fabric brand, LIVA in Mumbai in an extravagant evening in presence of leading fashion designers, brands, retail chain, partners and media.

LIVA is a new age fabric that is natural, fluid, and fashionable which infuses fluidity into the garment. The group also announced the launch of Liva Accredited Partner Forum (LAPF), a group of Spinners, Fabricators and Processors who have developed the capability to offer good quality and innovative products (yarns, greige & finished fabrics) made up of BC fibre/BC fibre blends. The fabrics made by such partners/value chain would be termed promoted and marketed to Garment Manufacturers, retailers & Brands and consumers as ‘LIVA’.

Birla Cellulose, a leader in cellulose fibers has already tied up with 22 major brands and is planning for more in the coming season, said a statement.

To promote its availability in small commercial quantities, the company has tied up with retail partners in New Delhi, Surat, Kolkata, Ahmedabad, and Hyderabad for smooth supply.

Liva will be available with leading brands and retail like Van Heusen women, Allen Solly women, Global Desi, Chemistry, F-109, Pantaloons and Lifestyle.

In the first season of national launch, Liva will reach over 50 cities and 1,000 outlets with approximately 2 million garments, tagged with Liva.

Liva’s consumer appeal is being topped with Kangana Ranaut as the brand ambassador.