India’s Aditya Birla Group has announced launch of Birla Cellulose’s ‘Liva Crème’ brand, after making a remarkable attempt of transforming VSF into a high quality aspirational brand, popularly known as ‘Liva’ which had never been tried in the Indian textiles industry.

The Liva garments soared from 18 lakh in the first summer spring season 2015 to over 1.1 crore garments in the current summer season 2017. Liva garments straddle across 190 cities and 3,000 plus stores. That is an outstanding accomplishment for a brand that is still in its infancy, opines Kumar Mangalam Birla, Chairman, Aditya Birla Group.

The launch event of Liva Crème took place in Mumbai on April 20. Liva Crème is nature based luxuriously soft fabric which imparts fluidity, drape, fall and sheen to the garment, the company said about the new fabric variant.

Liva stands for the high quality fabric made using natural cellulosic fibres of Aditya Birla Group, delivered through an accredited value chain. Unlike other fabrics which are boxy or synthetic, Liva is a soft, fluid fabric which falls and drapes well.

Some renowned fashion designers have worked together to design Liva Crème collection. Grasim Industries Limited achieved a major milestone marking the advent of a new era of Birla Cellulose with launch of new age fabric brand – Liva in 2015.

Fashion is about innovation…and Liva is about innovation. They have Liva, Liva Trim and they will come up with new ideas. The idea is to give the consumer more choice. Liva is about giving choices. Fibers and fabrics make a difference to the garment.

The company’s vision is to establish Liva as a brand of choice in all apparel categories. They intend to integrate Liva and texture it in other fabric categories like home textiles. They will continue to focus on innovative solutions and to partner with brand and category leaders to bring these to market.