Aditya Birla Group’s fibre division, Birla Cellulose is focusing on the domestic market for co-branding its Liva range and to ink tie-ups with more fabric and garment brands after having witnessed double digit growth in consumption of its Liva range.

The company is also planning to come out with seasonal collections under Liva for which it will produce both fabric and garment to showcase the fibre. The company has also entered into co-branding partnerships with six brands including Pantaloons, Global Desi, Van Hesusen and Allen Solly. It is also introducing unique blends of viscose and other fibres.

With its Liva brand, the company has been supplying fibre to major fashion and home textile brands like Raymonds, Van Heusen, Allen Solly, AND, Siyaram and Chemistry.

Birla Cellulose supplies almost 90 percent of the regenerated cellulose fibre consumed in the country. However, major portion of the company’s produce goes to 63 countries.

According to experts, the consumption of viscose fibre is growing at around 14 percent annually. It is one the fastest growing segment when compared to fibres like cotton which is stagnant and polyester which is seeing a negative growth.

The country consumes 11,700 tonne of fibre per day for garments. This includes synthetic, cotton and other natural fibres.