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Trailblazers | February 2019

Birla Cellulose to make fashion more sustainable

Livaeco, the eco enhanced variant of Liva, was launched with forest themed fashion show with garments designed by India’s leading fashion designers.

Liva, the leading ingredient consumer brand of the Aditya Birla Group, unveiled a new eco enhanced variant of Liva fabric, i.e., Livaeco. The event took place amidst glitterati and a forest-themed set up with Bollywood actress and Liva brand ambassador, Kangana Ranaut walking the ramp.

“At Birla Cellulose, sustainability is a continuous journey towards the wellbeing of all stakeholders and conserving nature. With the launch of Livaeco, we endeavor to systematically engage with the textile value chain and offer consumers fashionable clothing that is ecofriendly”, says Dilip Gaur, Managing Director, Grasim Industries.

“Birla Cellulose, following the Aditya Birla Group’s philosophy of being at the forefront of sustainable business practices, has taken yet another step towards enhancing the sustainability of the fashion industry through the introduction of Livaeco, a new variant of Liva,” added Gaur.

Liva – in a short journey of over four years - has become a preferred ingredient brand for most consumers through its consistent high quality, natural origin and fluidity that it imparts to the garments making them fashionable and highly desirable.

Livaeco, the eco enhanced variant of Liva, was launched with forest themed fashion show with garments designed by India’s leading fashion designers – Anju Modi, Wendel Rodricks and Gaurav Jai Gupta. Kangana Ranaut, Liva’s brand ambassador, brought up the grand finale as the showstopper in a gorgeous Livaeco garment.

Whilst Liva itself is a highly sustainable fabric, Livaeco enhances this further through the use of raw materials from sustainable and certified forests, lowest water consumption and low green house gas emissions during the manufacturing process, coupled with a unique traceability solution for ensuring source credibility.

“I strive for excellence in whatever I do. My fashion choices are not any different. Livaeco enables me to look my fashionable best and yet gives me the satisfaction that it is helping in preserving our precious environment.” says leading actress and Liva brand ambassador Kangana Ranaut.

Livaeco will be available exclusively in SS 19 and AW 19 seasonal collections of brand ‘W’. ‘W’ has especially curated a high fashion collection leveraging the attributes of Livaeco. Consumers can expect a delightful offering for new age women. Those who want to look fashionable and also contribute towards the cause of eco friendliness. The collections are expected in 300+ exclusive ‘W’ Stores and many more in ‘W’ collections at large format stores and multi brands outlets across India by March 2019.

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