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Aditya Birla Group's fabrics retail brand Liva has presence in over 2,000 stores across 140 cities with 7 million garments tagged to the brand and they are planning to double its footprint to 4,000 stores across the country in the next two seasons, a senior company official said.

Related Keywords: Adana Organised Industrial Zone, Aditya Biral Group, capacity overhang in China, demand for VSF continues, global price decline, home textile and apparel, pressure on realization, state of turmoil, support textile industry, Turkey fourth largest consumer, viscose market, VSF plant project, VSF production facility

Aditya Birla Group has decided to put its viscose staple fibre plant project in Turkey on hold as the viscose market has been in a state of turmoil and the returns are lower, according to Manohar Samuel, Global Business Development, Birla Cellulose.

The Turkey project is on but has been delayed because of the capacity overhang in China. Though demand for VSF continues to grow globally, the overcapacity in China, created at the time of the VSF boom, has put pressure on realizations in the global markets. It has resulted in global prices declining by around 15 percent.