Birla Cellulose takes a quantum leap towards making fashion more sustainable

Mumbai: Liva, the consumer brand of the Aditya Birla Group, in its journey towards sustainable business practices, has taken yet another step towards enhancing the sustainability quotient of their brand and the fashion industry at large, through the launch of Livaeco, a new variant of Liva.

Livaeco has been launched following the tremendous success of brand Liva in 2015. Today, Liva partners with over 40 retail brands like W, Biba, Aurelia, Pantaloons, Shoppers Stop, amongst others. Liva is available across 3,500 outlets in exclusive business outlets and large format stores in addition to many more multi brand outlets in 250 cities of India. This has resulted in doubling the viscose fibre consumption in the country over the past four years. Viscose business has been registering a double digit growth in the last few years and market share has gone up from 3.5 per cent to 5 per cent in the last four years.

In the words of Mr. Dilip Gaur, Managing Director of Grasim, while addressing the media, “Textile industry is the second largest polluting industry. With retail brands moving towards a fast-fashion model and creating new collections every month, the pressure on environment has further gone up. Retail garment brands are looking for sustainable solutions and Livaeco is a major step in this direction. We already have a few global brands that are keen on sourcing Livaeco from us. Indian brands and designers are also following suit to stay ahead in the game.”

Consumers can find Livaeco in ‘W’ stores across India in the Spring Summer 19 and Autumn Winter 19 seasons. Livaeco can be identified in the stores through a Livaeco green tag on the garment. Every Livaeco garment has a unique molecular tracer which helps the end buyer trace the origin and full journey of the garment he/she is buying. The collections are expected in 300+ exclusive ‘W’ stores and many large format and MBOs across India by March’19.

Whilst Liva is a highly sustainable fabric, Livaeco enhances this further while retaining the fashion quotient of the brand. Livaeco comes from Forest Stewardship Council^® (FSC^® C118017) certified sustainable forests, thus conserving biodiversity, saving endangered forests and increasing the overall green cover. Livaeco also promises minimal usage of water vis-à-vis other natural fibres in its manufacturing process and lower greenhouse gas emissions.

Livaeco was launched at a fashion show embellished with a forest-themed set up with the Bollywood actress and Liva brand ambassador Kangana Ranaut as the show stopper.