Birla Cellulose to take up global marketing drive to push exports

The Aditya Birla Group plans as the next phase of its ongoing initiative under Liva Accredited Partners Forum (LAPF), being spearheaded by the Birla Group arm Birla Cellulose, the world’s largest viscose staple fibre manufacturer with close to 95 percent market share, to tap key international initiatives like ‘Market Weeks’ and ‘Mill Weeks’ as a support its textiles business partners to boost export of fabrics from the country to the West.

Birla Cellulose will take up the global marketing drive along with its partners and has already has roped in some big industry names for this, including Mafatlal and Mercury, among 250 other brands as partners.

A key element of this international marketing is holding ‘Market Weeks’ and ‘Mill Weeks in key foreign markets, the company said.

The Market Week is a key market-making initiative in the US where wholesale buyers meet with their global suppliers with the latest market trends that help them gauge the evolving consumer sentiment.

Some of the other big textile manufacturers who have joined hands with the Birlas’ initiative include Shreeji, Karuna Tex, Svarn Tex, MI Industries and VSM, who will work with the group in creating a better value chain for the industry.

Birla Cellulose’s President for Marketing and Business Development Manohar Samuel said that they will help LAPF partners to promote their products at the international forum by enabling them to take part at different marketing forum, apart from helping them with design developments and technology.

As part of the LAPF, the company recently organised a Liva partners forum in the textile hub of Noida where as many as 160 garment exporters and big domestic and global brands were in attendance.