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Liva, an ingredient fabric brand from the house of Aditya Birla Group, has conducted a consumer study in association with MRM, the digital arm of Mccann World Group and released a research report titled “A Brave New World”.

Several big players in the industry have launched fabrics and clothing that they claim can provide protection against the COVID-19 virus. Is it really foolproof or just a marketing gimmick? The ITJ cover story delves deeper into this.

Alessandro Liberatori—Trade Commissioner and Director of the Italian Trade Commission, New Delhi and the Coordinator of Trade offices in Nepal, Bhutan, Sri Lanka, Maldives and Bangladesh—speaks on the emerging trends in textile machinery industry globally.