Birla Cellulose seeks to address this gap by enabling the use of high performance MMCF fibres namely viscose, modal and lyocell fibres.
As India’s handloom sector balances the demands of tradition and market relevance, innovation is increasingly becoming a critical enabler of growth. Birla Cellulose is contributing to this transition by helping handloom clusters integrate sustainable cellulosic fibres such as Livaeco Viscose, Livaeco Modal and Livaeco Lyocell into their product offerings, allowing weavers to create fabrics that retain their artisanal appeal while responding to changing consumer expectations around comfort, affordability and sustainability. The effort is helping strengthen domestic textile value chains while opening new avenues for value creation across weaving communities.
Traditionally, handloom weaving in India has relied on cotton & silk yarns. However, the constant fluctuations in price & supply, compounded by changing consumer buying patterns require a stable supply of high-quality input materials. Birla Cellulose seeks to address this gap by enabling the use of high performance MMCF fibres namely viscose, modal and lyocell fibres. These fibres blended with the traditional fibres or even as standalone products help in crafting fabrics that retain the richness of handloom while delivering enhanced softness, drape, comfort and sustainability.
The initiative goes beyond fibre adoption. It is built on a partnership-driven model that focuses on creating long-term value for the weaving community. Birla Cellulose has undertaken extensive yarn seeding programmes, provided technical support for dyeing and product development, facilitated product testing, and established supply mechanisms to ensure access to small quantities of yarn. Additional interventions, including cone-to-hank conversion facilities, have helped simplify adoption at the weaver level.
Assam emerged as the first pilot hub for the project, establishing a framework that is now being replicated across the country. The programme has expanded into Odisha, West Bengal, Gujarat, Madhya Pradesh and Uttar Pradesh, working alongside organisations such as ARTFED, KHAMIR, the Kutch Weavers Association and various state-supported handloom societies. From Silk x LivaecoModal Chanderi fabrics in Madhya Pradesh to Banarasi blends with LivaecoModal & LivaecoLyocell in Varanasi, the initiative is accelerating product innovation rooted in regional craftsmanship.
Strengthening this effort further, Birla Cellulose has entered into a strategic collaboration with the State Agency for Development of Handloom Cluster (SADHAC), Odisha, through a Memorandum of Understanding (MoU) focused on developing innovative handloom fabrics using Livaeco Lyocell. The partnership aims to create a new generation of premium handloom textiles by blending Lyocell fibre with traditional handloom yarns, enabling artisans in Odisha and beyond to retain the authenticity and aesthetics of regional weaving traditions while introducing enhanced comfort, versatility and sustainability. By combining fibre innovation with centuries-old craftsmanship, the initiative seeks to make handloom products more relevant to the changing preferences of modern consumers.
The collaboration is designed to unlock new design, product development and market opportunities for handloom clusters across Odisha, while strengthening the value proposition of handcrafted textiles. Formalised in the presence of Guha Poonam Tapas Kumar, IAS, Commissioner-cum-Secretary to Government, Handlooms, Textiles & Handicrafts Department, Government of Odisha, the partnership reflects a shared commitment to advancing Odisha’s handloom sector through sustainable fibre innovation. Through the integration of sustainable fibre technology, SADHAC and Birla Cellulose aim to promote environmentally responsible fabrics that appeal to consumers seeking products that balance cultural heritage with contemporary lifestyles. The partnership reflects a shared vision of revitalising India’s handloom sector by preserving Odisha’s rich weaving heritage and textile traditions while equipping artisan communities to compete in future-ready domestic and global markets.
Reflecting on the initiative, Manmohan Singh, Chief Marketing Officer, Birla Cellulose, says, ” Our partnerships represent a sustainable & high growth opportunity for small scale enterprises. By combining traditional weaving excellence with fibre innovation, weavers are able to harness the innovate faster, diversify offerings & are able to cater to the changing consumer preferences with greater agility.
The scale of engagement achieved over the past year highlights the momentum building across these clusters. More than 150 micro-meets and hub engagements have been conducted across states including Assam, Meghalaya, Mizoram, Gujarat, Odisha, Tamil Nadu and Uttar Pradesh. The programme has added over 80 partners, trained approximately 7,000 weavers, and expanded its footprint across multiple weaving districts and production centres. Today, nearly 3,500 tonnes of fibre and yarn are being consumed annually within the handloom ecosystem through these efforts.
For Birla Cellulose, the initiative represents a broader effort to strengthen India’s handloom ecosystem by creating opportunities for artisans while introducing fibres that align with evolving market expectations. As an India first brand, Birla Cellulose is nurturing domestic textile value chains by bringing together innovation and tradition. The result is not a reinvention of handloom, but a thoughtful evolution of it, ensuring that India’s weaving heritage remains relevant, competitive and accessible for generations to come.