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Report | February 2018

Shree's unmatched growth of garments made with Liva

Shree – The Indian Avatar has observed almost 1,500 per cent growth in demand for its garments made from Liva fabrics. Owing to the rise in demand of Liva, the new age fluid fabric from the Aditya Birla Group, Shree now boasts a production of 2,50,000 garments per month made from Liva from just 15,000 garments per month.

Talking about the collaboration with LIVA, Sandeep Kapoor, an Expert in Textile and Apparel Industry and Director of Shree – The Indian Avatar, stated, “Our success has a lot to do with the unique way in which we operate our business. We create, innovate and introduce 5 new trend collections everyday, which is unlike any other garment manufacturing company in the country. This is a fast fashion model.”

Kapoor further added, “We get immense support from Liva with respect to innovative fabrics and modern trends. With increasing popularity of Liva, we now have almost 98% of our collection made from Liva fabric.” Shree gets good consumer insights from 24 EBOs and 1,000 MBOs. These insights help to create new innovations on a daily basis. This also indicates that the supply chain has to be robust and fast. Liva Accredited Partner Forum (LAPF) has understood the requirement very well. LAPF has worked in close coordination with its partners and brought down the lead time of supplying the fabrics from 75 days to almost 25 days.

According to Manohar Samuel, President – Marketing, Birla Cellulose, “We are looking for partners who can understand consumers well, innovate continuously and also understand fabrics. Shree fits in all requirements very well. They have the ability to connect with every stratum, be it value chain or end consumers.” To fuel growth, Liva supports Shree in co – branding activities, with a focus to spread awareness for both Shree – The Indian Avatar and Liva.

Birla Cellulose expands its outreach

Birla Cellulose has launched its premier international design studio in New York, USA. At the opening ceremony, Rajeev Gopal, Chief Marketing Officer of Grasim, a flagship company of Aditya Birla Group said that “It is a historic moment for all of us at Birla Cellulose as we embark on this new journey” Gopal added “Birla Cellulose design studio will offer a one stop solution for brands in the US.”

From fibre to fashion, Birla Cellulose, the Pulp and Fiber business of the Aditya Birla Group, is the global leader in Viscose Staple Fibre (VSF) which has touched lives across continents. Birla Cellulose fibers are of 100 per cent natural origin, highly absorbent, have soft feel, and are completely biodegradable. In its quest to cater to the demand from the international market, Birla Cellulose has launched its design studio in New York fashion district (Birla Cellulose Studio, 525 7th Avenue, Suite #308, New York). The design studio will display a range of over 300 varieties of fabrics. The fabrics created by the value chain partners in India will display the best of innovations done on Modal, Viscose and Spunshades, apart from the core fabric collection.

The studio will also have a display of 74 shades of dope dyed Spunshades fibres from Birla Cellulose. The design studio will offer a one stop solution for brands in the USA in terms of fabric samples in Viscose, Modal and Spunshade. Apart from fabric display, the studio will be actively involved in supply chain support from India, technical support to fabric manufacturers, fabric swatch support followed by yardages for making proto type samples. The active presence of the studio in New York will be a step towards reducing lead time for the buyers. Recently, Birla Cellulose of the Aditya Birla Group has been ranked Number one globally by the NGO Canopy, in its Hot Button Report for it work on the conservation of ancient and endangered forests.

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