How Birla Cellulose is making fashion more sustainable in India

Given the buzz around sustainability, it’s clear that eco-conscious behaviour, whether as a consumer or business, isn’t just an informed choice, but the need of the hour. Birla Cellulose, a part of Aditya Birla Group’s Grasim Industries, has taken a leap in enhancing the sustainability quotient of its brand and the fashion industry at large. In January 2019, the company launched Livaeco, a new variant of its consumer brand Liva. The eco-enhanced variant was unveiled at a forest-themed fashion show that featured Bollywood actor and Liva brand ambassador Kangana Ranaut as the show stopper.

Spearheading sustainability

Livaeco enhances Liva’s sustainability quotient while retaining its fashion quotient. It is made from raw material sourced from forests that are certified by the Forest Stewardship Council® (FSC® C118017), which ensures the conservation of biodiversity, saving of endangered forests and an increase in the green cover overall. Livaeco also promises minimal usage of water vis-à-vis other natural fibres in its manufacturing process and lower greenhouse gas emissions.

“The 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,” says Dilip Gaur, Managing Director of Grasim. He adds, “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 will be able to buy garments made with Livaeco fabric in ‘W’ stores across India in the Spring Summer 2019 and Autumn Winter 2019 seasons. They will be able to identify the fabric through the Livaeco green tag on the garment. Moreover, every Livaeco garment has a unique molecular tracer, which helps the end buyer trace the origin and journey of the garment he or she is buying.