Aditya Birla: Liva textile in huge demand with Shree-The Indian Avatar

By

Isabelle Crossley

Published
Jan 23, 2018

The brand Shree-The Indian Avatar has experienced a high demand for their clothing made from the Aditya Birla Group’s Liva textile, which has caused a huge jump in production.

The ethnic wear brand Shree-The Indian Avatar has experienced 1,500 percent growth in demand for clothing made with Aditya Birla’s Liva textile. The brand is now producing 250,000 garments each month made from Liva, a huge increase from their previous figure of 15,000 garments a month.

“We get immense support from Liva with respect to innovative fabrics and modern trends. With increasing popularity of Liva, we now have almost 98 percent of our collection made from Liva fabric,” said Sandeep Kapoor, the Director of Shree-The Indian Avatar. Aditya Birla has been heavily promoting its Liva textile for the past year and these figures show that this has paid off.

The ethnic wear brand, founded in 2009, produces five new “trend collections” every day and described itself as a “fast-fashion” brand.

“We are looking for partners who can understand consumers well, innovate continuously and also understand fabrics. Shree fits in all requirements very well," said Manohar Samuel, the President of Marketing for Birla Cellulose.

“They have the ability to connect with every stratum, be it value chain or end consumers”.

If this trend of increasing production for Liva fabric continues, the fabric could be a staple in the Indian fashion industry before long.