Aditya Birla Group’s Liva to invest Rs 4,000 crore on expansion, enter menswear segment
Aditya Birla Group’s Birla Cellulose is betting big on its in-house sustainable fabric brand ‘Liva’ for growth and will be investing Rs 4,000 crore to increase the production of the fabric in the country.
Birla Cellulose will also be expanding the product portfolio of Liva and plans to enter new segments like menswear and home textiles in the coming months.
Liva will also be strengthening its online presence by partnering with e-commerce websites to boost sales. The company has already partnered with Flipkart-owned fashion portal Myntra which has a special section for all Liva tag garments.
“We are investing about 4,000 crore ($579.6 million) to create more capacity for producing these fibres in India. The investment is already on. It is in our Vilayat factory in Gujarat,” Rajeev Gopal, chief global sales & marketing officer of Birla Cellulose at Aditya Birla Group told the Financial Express.
“Currently, Liva is in the women’s segment. We are moving to other segments like menswear and home textiles very soon. I think it is just the beginning of the journey,” he added.
Birla Cellulose launched Liva, the lone branded viscose fabric in India, in 2015. It currently caters to the needs of apparel brands like Madura Fashion and Lifestyle, Fashion Big Bazaar, Lycra, Spandex, Zara and H&M, among many others.
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