Aditya Birla's new textile brand Birla Cellulose deploys fashion advisors

By

Isabelle Crossley

Published
Dec 19, 2017

Liva, the new textile brand created by Birla Cellulose, has begun to deploy their trained fashion advisers across four of India’s main large-format stores to generate awareness and drive sales.

After undertaking a training programme, the Aditya Birla’s Liva Fashion Advisers have been deployed at Pantaloons, Shoppers Stop, Central, and Reliance Trends retail outlets across 30 cities in India. These advisers have been trained on the details and properties of the fabric and their aim is to generate interest and drive sales.

Liva, a viscose staple fibre textile that describes itself as eco-friendly, is currently used by over 30 womenswear brands in India including Biba and W. Designs that use the textile have a “Liva” tag and the Aditya Birla Group aims to push the textile as a growth driver for the business.

“Market research conducted by Liva stated that 92 per cent women buyers choose garments made of Liva fabric over other fabrics once they have experienced the fabric,” said Manohar Samuel, Birla Cellulose’s President of Marketing. “This gave us the idea of placing 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.”

Along with generating awareness of the fabric, the Liva Fashion Advisors will encourage customers to try the fabric as well as encouraging footfall with select window displays and installations. Liva Fashion Advisers represent a new marketing strategy for the Aditya Birla Group but, according to the Global Head of Branding and Communications for Birla Cellulose, Shardah Uniyal, the business is “confident this idea will catch on.”

The Bollywood actress Kangana Ranaut was recently made the face of Liva and advertising campaigns using mannequins made in her image are also being rolled out.