LIVA enters saree category with viscose & modal fabric

Liva has associated with leading women’s brands in India and has penetrated more than 2,000 retail outlets across the country.

With an objective to bring sarees back in vogue, LIVA is all set to launch its saree with LIVA fabrics, pan India. Innovative sarees that bring the best of fashion, comfort and convenience to the consumer.

The exciting journey of brand LIVA continues with its foray into the saree category. LIVA fabrics delight consumers for its effortless drape and fluidity, when one moves, it moves with them, without being clingy. In its purest form, the saree is arguably the best designer wear that India has unveiled to the fashion world. The creatively-designed saree however, continuously balances itself with the art and convenience of wearing one.

“We intend LIVA to create a paradigm shift in the way a saree is seen, as a fashion wear. Our consumer insight study has shown a clear need for blended sarees that are fashionable, comfortable and easy to manage. LIVA shall aid that choice with a delectable array of blends with cupro, silk, linen, VFY and cotton in intricately woven structures, “said Manohar Samuel, President – MBDD, Birla Cellulose.

“LIVA has experienced a successful journey in women’s wear in past one year. We have associated with leading women’s brands in India and have penetrated more than 2,000 retail outlets across the country. LIVA-tagged sarees would be the first time that LIVA is entering the saree segment, though it was used in the past in the generic category”, he added. “Going forward, we also see the trend in sarees getting extended to dhoti saree, pre-plated saree, pant sarees, lehenga saree, jumpsuit sarees among several others, he added.

According to National Housing Survey, the saree market in India is growing at around 6 per cent CAGR annually and is the largest category going by fibre consumption. LIVA has clear plans to grow in the premium and mid segments in the coming years,” Samuel said.

Krishna Mehta, renowned fashion designer, who will also curate a special collection for the launch said, “The saree holds immense significance, and a very special place in every Indian woman’s wardrobe, allowing her to express her style, and of course, creating that ‘wow’ factor. It is an extension to her stature and personality. The most iconic women in media, Bollywood and politics have developed their unique signatures through sarees. For e.g: Actress Rekha only wears gold-coloured Kanjeevarams, Sonia Gandhi wears crisp white sarees. It would be very interesting and appealing to the youth as well, to see variations and options in which this wonderful six yards length of a fabric can be twisted and turned, to make it more versatile, more modern, in its look, touch and feel.”

Talking about her association with LIVA, she added, “I feel like I am a scientist with creating forms and textures with different fabrics. And coming across LIVA’s new collection of fine fabrics, was very exciting! Here is so much that one can do with, in the form of textures, vibrancy in colours, designs, styles of draping, embroidery, etc., Besides, I am using only natural fabrics that breathe and flow like a dream! It’s amazing!”

The Indian saree market is expected to witness a change at the outset of LIVA’s saree journey. LIVA is a natural fluid fashion fabric, from Birla Cellulose – a part of Aditya Birla Group. LIVA is created from natural cellulosic fibres and transforms the way you wear garments, giving them the most liquid and soft drape. LIVA is the preferred ingredient fabric brand for leading women’s brands including BIBA, Lifestyle, Shopper Stop, Van Heusen, Pantaloons, Allen Solly FBB, Fusion Beats, Maxx, Park Avenue, Wills Lifestyle and many more in over 140 cities and around 2,000 stores. Currently more than seven million garments carry LIVA tags. About 900 stores adorned the LIVA visual merchandise and training sessions conducted across India.

Models walk the ramp with LIVA’s saree collection in Kolkata

With an objective to bring sarees back in vogue, LIVA organised an exclusive fashion show on April 29 at Hotel Novotel, Kolkata showcasing their first ever saree collection. Indian models sashayed down the ramp wearing LIVA’s latest and upcoming collection that brings the best of fashion, comfort and convenience to the consumer.

The evening saw the collections from some of the renowned saree brands associated with LIVA such as Nilima’s, Studio AV, Tatwamm, Aashirwaad and many more. They had created exclusive collections with LIVA fabrics that exemplified the virtues of LIVA – deep colours, unmatched sheen, skin friendliness and effortless drape. Being nature based, manufactured from the choicest wood pulp into fibre to fabric, the sarees are highly comfortable.

Sharing insights about the saree market, HK Agarwal, COO & Business Head, Pulp and Fibre Business, Aditya Birla Group, said, “The saree holds immense significance and a very special place in the Indian woman’s wardrobe, allowing her to express her style, and creating a wow factor. The saree is by far the largest category of clothing in India, worth about Rs 40,000 crore and is growing at 6 per cent CAGR. LIVA is looking forward to partnering leading saree brands and expect three million plus sarees every month in the next two years.”

The other brand partners who showcased their exquisite collections of LIVA sarees were Parasmani, Peach and Pink, Sammanita, Silk India, Banktesh, and Wonder Collection.