Grasim's Pulp & Fibre business goes B2B2C from B2B and launches a consumer brand for viscose staple fibre with brand name Liva. With a proposition of natural fluid fashion, Liva is launched in the earshot of trade.
At the same time, a consortium of value chain partners viz. fabricators and weavers called Liva Accredited Partner Forum (LAPF) is formed. With support from Grasim's research and development team, these partners use Birla Cellulose fibres to develop a high quality fabrics. This high quality fabric thus produced was christened Liva.
Liva's brand reach & footprint grows exponentially – from 1.8 million garments during its launch phase of spring-summer 2015 to 7 million in spring-summer 2016. The number of associated brands increases from 12 to 22 during the same period. The number of stores also increases from 941 to 1800.
The brand gains further momentum in its distribution and reach and makes its presence felt across India. It takes a leadership stance and launches an aspirational TVC on national television featuring Kangana Ranaut which is further amplified with strong POP and digital advertising. The brand garners an encouraging brand equity score validating the favourable consumer response.
LAPF partnerships grow to 53 spinners, 235 fabricators and 180 processors thereby creating a string pool to meet the large demand of delivering quality fabrics.
Liva also initiates intensive co marketing campaigns with top retail brands such as Allen Solly, BIBA, W, VH, Aurelia, Central & Pantaloons amongst others to jointly promote their seasonal fashion collections crafted with the Liva fabric.
Birla Cellulose launches Livaeco – an eco-enhanced version of Liva to deliver a superior quality sustainable and environment friendly fabric. An innovative sowable tag is also introduced to create consciousness towards sustainability.