Birla Cellulose, the Aditya Birla Group's umbrella brand that offers a range of innovative, high-quality, 100% natural hygiene products said its fabric brand Liva having experienced a successful journey in women’s wear in past one year has decided to enter into saree segment in India. Liva will launch its sarees range across India soon.

They have associated with leading women's brands in India and have penetrated more than 2000 retail outlets across the country. Liva-tagged sarees would be the first time that Liva is entering the saree segment, though it was used in the past in the generic category, said Birla Cellulose president MBDD Manohar Samuel.

Samuel further added that Liva has clear plans to grow in the premium and mid segments in the coming years.

They intend Liva to create a paradigm shift in the way a saree is seen, as a fashion wear. Their consumer insight study has shown a clear need for blended sarees that are fashionable, comfortable and easy to manage. Liva shall aid that choice with an array of blends with cupro, silk, linen, viscose filament yarn and cotton in intricately woven structures.

The company expects the saree category being extended to dhoti saree, pre-plated saree, pant sarees, lehenga saree, jumpsuit sarees among others.

As per estimates, the saree market in India is growing at around 6 per cent CAGR and is the largest category going by fibre consumption.