Liva by Birla Cellulose has collaborated with 1500 weavers from 7 states
Over 50 tonne of yarn orders have been supplied; 50 per cent Y-o-Y growth is expected.
To support the weaver community and increase productivity in the handloom sector, Aditya Birla Group’s Birla Cellulose has collaborated with over 1500 weavers across the country. They have introduced them to sustainable, eco-friendly, cost-effective, and durable materials. The company ensures the timely and consistent delivery of quality yarn at stable prices, thereby boosting the capabilities of weavers. These innovative solutions empower weavers to produce high-quality products at better prices while preserving the art of handloom.
Along with its regional partners, Birla Cellulose has created awareness about a natural, sustainable, and durable alternative by introducing fibers such as Viscose, Modal, and Excel under the Liva brand. Birla Cellulose has already supplied 50 tons of yarn to weavers in the past year, ensuring timely delivery. This initiative helps revive the industry and supports its expansion, aligning with the vision of “Make in India” for the handloom sector.
Hand-spun and wovenhandloom fabrichave always been integral to India’s rich cultural identity. The handloom industry is known for being less capital-intensive, using minimal power, and being eco-friendly. It also readily adapts to the needs of the market and embraces innovation. However, factors such as productivity, efficiency, and the younger generation’s migration to other occupations due to lower income and unstable work have contributed to the industry’s decline. Furthermore, the handloom weaving sector has faced challenges due to the rise of fast fashion and the growing influence of power looms.
According to Priyanka Priyadarshini, AVP of Business Development, Birla Cellulose, their steps aim to inspire new artists and provide them with stable-priced raw materials are creating demand consistency.
To create a seamless supply chain of Liva handloom products for consumers, Birla Cellulose has undertaken rural outreach programs, awareness campaigns, technical seminars, and offline and online marketing activities. They have extended their support beyond production, assisting with post-production requirements such as tagging, market connections, roadshows, and door-to-door promotions. They have successfully concluded Hub meets in Assam, Mizoram, Manipur, Meghalaya, Orissa, West Bengal, and Uttar Pradesh.
Birla Cellulose is actively working towards increasing business in the Handloom Sector, generating economic, cultural, and social opportunities for weavers while adding cultural value for consumers. The introduction of the saree brand “Navyasa” by Liva has further rejuvenated intricate weaves and traditional fabrics, preserving the magic of centuries-old culture from every corner of India.
They continue to explore innovative ways to support the weaver community, preserve India’s cultural heritage, and contribute to sustainable and eco-friendly fashion.