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Web Exclusive | August 2019

LIVA announces entry in saree category

After seeing the great success in the brands and women apparel categories like Stoles, Kurtis, and Leggings; LIVA from Aditya Birla Group, will now enter into the saree category. LIVA will be announcing their entry into this segment at India’s largest saree event, Kolkata Fashion Expo to be held on August 6, 2019 in Kolkata. 

Sponsored and presented by Liva, the event will have a fashion show presented by using fabrics from Liva and a lounge where the collections by the brand’s partners will be showcased for the first time. LIVA’s aim is to reimagine the heritage that saree has and combine it with the attributes of Liva fabric to suit needs of contemporary women.

Liva is a new-age fabric from Aditya Birla Group. Unlike other fabricsthat are boxy or synthetic, Liva is a soft, fluid fabric which falls and drapes well.  A promise that is delivered through accredited value chain. The new-age, naturally sourced fiber made into fabric in pure or blended form, transforms not just the garment but also the person wearing it. It is comfortable, soft, natural, and eco-friendly. 

Aditya Birla Group, is India's pioneer in Viscose Staple Fibre (VSF). Birla Cellulose Fibres are of 100 per cent natural origin, highly absorbent, have an especially good feel, and are completely biodegradable.  As an extremely versatile and easily blendable fibre, VSF is widely used in apparels, home textiles, dress material, knitted wear and non-woven applications. Birla Cellulose commands a major world market share in the man-made cellulose fibre domain.
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