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Web Exclusive | January 2018

Liva’s new initiative spreads awareness amongst women

Liva, the new age fabric brand from the Aditya Birla Group, launched a one-of-its-kind initiative for spreading awareness. For the first time ever an ingredient brand deputed Fashion Advisors in large format stores namely Pantaloons, Shoppers Stop, Central and Reliance Trends with the objective of making women customers try garments made of Liva fabric.

Spread across 24 cities and over 180 outlets for a duration 45 days, these Fashion Advisors met and engaged with over 3 lakh women consumers. Approximately 1.55 lakh of them tried and loved the fabric for its fluidity and comfort.

“LIVA fabric is 100 per cent natural origin and biodegradable fabric. Multiple researches showed that whenever women experienced LIVA fabric, they loved the ‘feel’ and ‘flow’ in the fabric. We wanted more and more women to experience LIVA. This gave birth to the thought of Liva Fashion Advisors to be placed at the stores to induce LIVA trials. During this activity, the brand engaged with over 3 lakh women who loved LIVA fabric calling it comfortable, soft, falls well and drapes well. Liva has come across as a fabric loved by over 90 per cent women,” said Shardah Uniyal, Head – Communications and Branding at Birla Cellulose.

“Initiated with the primary objective of engaging with customers, the initiative has delivered beyond mere customer engagement. It has benefited the retailers through additional sales of Liva tagged garments during the festive season. The initiative also benefited the overall retail industry as a lot of trained workforce got absorbed in the mainstream retail”, said Manohar Samuel, President – Marketing, Birla Cellulose.

Birla Cellulose, representing the Pulp and Fiber business of Aditya Birla Group, is India's pioneer in Viscose Staple Fibre (VSF). Birla Cellulose fibres are of 100 per cent natural origin, absorbent, have an especially good feel, and are completely biodegradable.VSF is widely used in apparel, home textiles, knitted wear and non-woven applications.

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