LIVA CRÈME launched by Aditya Birla Group

LIVA Crème, the new age fabric from the Aditya Birla Group, was launched recently by Kumar Mangalam Birla, Chairman, Aditya Birla Group in Mumbai. Speaking on the occasion Birla stated, “I recount that when we set out on this journey, our vision was to create value for the entire value chain of viscose based fabrics. I am so pleased to say that the ecosystem of our LAPF partners has resulted in also placing India on the global map. We are now a preferred sourcing destination of viscose based products. This is truly in the spirit of the ‘Make in India’ initiative of our Prime Minister”.

“One of the finest examples of customer centricity within the Group has been our VSF business. From being just product focused, the business has moved superbly to providing solutions to customers by working seamlessly with the value chain. LIVA’s end-to-end ecosystem of a high-quality product, continuous innovation, the LAPF network and aspiration created by communication and brand engagement is a great case study in consumer focus”, added Birla.-

Birla introduced the next innovation – Liva Crème fabric. Embedded in it is the core promise of Liva. Coupled with it are the enhanced features of luxurious fineness and softness. In spawning Liva Crème, he, complimented the LAPF partners who he said have embellished the product with their experience and expertise.