Birla Cellulose launches Liva Reviva™ M – India’s first mechanically recycled cellulosic fibre

This innovation marks a significant milestone in circular fashion and textile recycling, offering a real-world solution to the industry’s mounting waste crisis.

In a major step toward sustainable fashion, Birla Cellulose announced the launch of Liva Reviva™ M, India’s first mechanically recycled cellulosic fibre made with up to 50 per cent post-consumer textile waste. This innovation marks a significant milestone in circular fashion and textile recycling, offering a real-world solution to the industry’s mounting waste crisis.

Globally, over 92 million tonnes of textile waste is discarded annually—a figure expected to rise by 45 per cent in the next five years, according to the UN Environment Programme. Liva Reviva™ M addresses this urgent issue by transforming fashion waste into high-quality, breathable, plant-based fibre ready for commercial application.

“Liva Reviva™ M isn’t just another sustainable option—it represents the future of fashion,” said Manmohan Singh, Chief Marketing Officer, Birla Cellulose. “It’s about transforming how garments are made, used, and reused—redefining waste as a resource.”

Key features of Liva Reviva™ M

• Made from up to 50 per cent mechanically recycled post-consumer textile waste
• 100 per cent plant-based and skin-friendly
• Offers softness, breathability, and a fluid drape
• GRS and FSC® certified, ensuring transparency and traceability

Already being adopted by leading brands across denim, knits, and wovens, Liva Reviva™ M demonstrates the viability of scaling circular solutions in mainstream fashion.

A scalable circular model for the industry

Unlike traditional sustainability claims, Liva Reviva™ M is commercially viable and technically proven, enabling fashion brands to close the loop on textile waste without compromising on quality or performance. The fibre is manufactured by Birla Cellulose, the global leader in man-made cellulosic fibres and a part of the Aditya Birla Group.

The launch strengthens Birla Cellulose’s commitment to accelerating the shift toward a circular, waste-free fashion economy, aligning with global sustainability goals and industry-wide demand for traceable, eco-friendly materials.