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Web Exclusive | October 2017

Introducing Liva Fashion Advisors

Liva, the new age fabric brand from the Aditya Birla Group, has come out with one-of-its-kind approach for spreading awareness about the fabric and its attributes. This season Liva will depute Liva Fashion Advisors (LFA) in top four large format stores, namely Pantaloons, Shoppers Stop, Central and Reliance Trends. The fashion advisors will help generate awareness on brand Liva and induce trials.

Manohar Samuel, President – Marketing, Birla Cellulose, opined: “Market research conducted by Liva stated that 92 per cent women buyers chose garments made of Liva fabric over other fabrics once they experience the fabric. This gave us the idea of Liva Fashion Advisor at stores. We are confident of the high quality of Liva fabric as it is manufactured through the value chain partners accredited by the Aditya Birla Group. We want the customers to experience the fabric and Liva Fashion Advisors will help us achieve this.”

At present Liva Fashion Advisors will be operating out of over 250 stores across 30 cities in the country. Liva is a fabric brand from Aditya Birla Group. Liva stands for high quality fabrics made from Birla Cellulose fibres. Unlike other fabrics which are boxy or synthetic, Liva is a soft, fluid fabric which falls and drapes well. It is comfortable and eco-friendly.

Birla Cellulose, the Pulp and fibre business of Aditya Birla Group is a global leader in Man Made Cellulosic Fibers (MMCF) and a pioneer in India in VSF. A versatile and easily blend-able fibre, VSF is used in apparels, home textiles, women’s wear fabrics, knit wear and non-woven applications. A $41-billion corporation, the Aditya Birla Group is in the League of Fortune 500. Anchored by an extraordinary force of over 120,000 employees, belonging to 42 nationalities. Over 50 per cent of its revenues flow from its overseas operations spanning 36 countries.

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