Birla Cellulose, a worldwide leader in Viscose Staple Fibre (VSF) work towards integrating the entire value chain from spinners to fabricators to garmenters to front end retail brands. Birla Cellulose fibres are naturally sourced and provide high level of comfort. They are 100% biodegradable, environment friendly, excellent in quality and highly absorbent. With its fully integrated manufacturing facilities extending from plantation to pulp to fibre; it is spread across countries with its plantations in Canada, Laos, India, and now Sweden, fibre manufacturing facilities in China, Indonesia, Thailand and India reaching out to customers across 70 countries. The brand promotes the concept of green fashion and is entirely focused on creating a sustainable leadership with the help of innovations in processes and product.
Birla Cellulose has witnessed a year on year growth in the market and has therefore come up with a focused strategy on developing its product and customer portfolio. The strategy stems from consumer studies conducted by the company, which highlights the emerging trends in consumers’ preference for softer clothing. With already 6 fibre plants and 5 pulp plants spread strategically across the world to cater to global viscose demand, the brand is on an expansion spree. Their 7th fibre plant in Vilayat, Gujarat emphasizing the demand and importance of this product. All the major retail and brands in India and internationally have a share of their portfolio with Birla Cellulose fibres.
To take a higher ground on fashion and also to provide international design support to their partners Birla Cellulose is working on building a consumer and trade brand “LIVA” for its range of cellulosic fibres. The product is extremely fluid, fashionable and comfortable. Demonstrating its thought leadership in the space,
Expressing his views on this association, Mr. Manohar Samuel (President – Marketing and Business Development) said, “Birla Cellulose is glad to be a part of India Fashion Forum this year and we are looking forward to build a long term association with The Images Group. We are excited to showcase LiVA’s SS15 collection.”
“LiVA is a premium product offering to the consumers and an alternate to cotton. We want to collaborate with top fashionable brands and designers and provide a great product while staying sustainable and give back to the environment.” He added.
Delhi based designer and diva - Pooja Nayyar demonstrated the fashionable aspect of LiVA through her spectacular collection made entirely using the SS15 LiVA range. Models flaunted the exiting range and graced the stage in a wonderfully choreographed fashion show at the IFF.
To celebrate excellence in the business of cellulosic fibres, Birla Cellulose initiated a unique category of awards at the award ceremony of In Fashion & IFF 2014 – a prestigious platform in the business of textile trade and fashion called ‘Birla Cellulose Excellence Awards’. The endeavour was to acknowledge the contribution of various partners across the value chains who have contributed in growing the cellulosic fibres category in the country. The brand was delighted to felicitate its partners across categories that included
1) Excellence in VSF Knitting with focus on Domestic market : Suditi Industries
2) Excellence in VSF Knitting with focus on international market: Mercury
3) Excellence in Suiting Fabrics Manufacturing : Siyarams
4) Excellence in Women Wear Fabrics Manufacturing : BRFL
5) Excellence in Fashion Retailing : Global Desi
