Aditya Birla Grp organizing LAPF to improve entire textile value-chain

Aditya Birla Cellulose — the pulp and fibre division of Grasim , India’s pioneer and the world’s largest viscose staple fibre (VSF) maker with 93 percent market share is organizing a stakeholder conclave in the southern textile hub of Coimbatore on December 4 as part of the national drive, called Liva Accredited Partner Forum (LAPF), aimed at improving the entire range of the textile value chain.

An initiative to handhold a large number of textile value-chain partners across the country by supporting them from design development and technical support to marketing and buyer linkages. With this initiative, the USD 41-billion company wants to help drive the country to be the world’s top cloth manufacturing hub.

Over 200 value-chain partners, including spinners, fabricators and processors are expected to attend the conclave, said Birla Cellulose chief marketing officer for pulp and fibre business, Rajeev Gopal .

Gopal also said that they are collaborating with Mumbai-based Netcarrots to implement a customer relationship marketing programme for the stakeholders assembling in Coimbatore.

The company has also tied up with Bombay Textile Research Association to undertake quality improvement programmes and stringent audits for the partners.

They plan is to strengthen the textile value chain and bring into line with the ‘Make in India’ strategy of the government.

The LAPF programme has around 250-plus members, including spinners, weavers, knitters and fabricators, with major participation from textile hubs such as Tirupur, Erode, Ludhiana, New Delhi, Kolkata, Surat and Bhiwandi near Mumbai, among others.

Following the encouraging response of LAPF members who have excelled in product innovation, quality management, process deliveries and systems integration and upgrade, they see potential in India becoming a textile and clothing manufacturing hub.

The programme is linked to Birla Cellulose’s fibre brand Liva, which was launched in March this year, in line with the group chairman Kumar Mangalam Birla’s vision of establishing connect with the end consumer.

Birla Cellulose President for marketing & business development, Manohar Samuel said that they have already partnered with over 190 fabricators and close to 120 processors across the country and the interaction with them has strengthened their belief that the country has the potential to boost consumption and emerge as a global textile power.

The partners are shortlisted for the programme after they comply with eight stringent parameters. After the selection, the company will equip them with five major services such as design and development, technical services, vendor management, marketing and buyer linkages support and market intelligence.

This has resulted into a ripple effect with more textile companies showing interest in joining the programme, which has changed the dynamics of the sector, Samuel added.

The LAPF partners, including textile fabricators, promote or market their products with Liva accreditation as the Liva tag in a garment segment promises high quality fabrics.

Leading brands such as Pantaloons, Van Heusen, Allen Solly, People, Global Desi, Lifestyle, Melange, Shoppers Stop, Reliance Trends, Wills Lifestyle, Desi Belle Chemistry, F-109, Fusion Beats, FBB and Max use Liva-branded fabric. To build the brand Liva, the company has reportedly spent over Rs 100 crore.

The initiative taken up with Aditya Birla Group will be held in New Delhi later.