Liva brand extends association with Kangana Ranaut

Liva—the fluid fashion brand of the Aditya Birla Group—has extended its contract for yet another year with the Hindi film actor Kangana Ranaut.

 
Three and half years since its launch, the brand boasts of around 450 value chain partners (fabricators, spinners and weavers) who make Liva fabric.

“Kangana Ranaut has come a long way with her talent and passion towards her work. She has the ability to easily fit into any character with tremendous fluidity, just like Liva fabrics," said Manohar Samuel, president of business development & marketing at Birla Cellulose.

“Liva fabric is natural and fluid and is ideal for women with a free-spirited sense of fashion,” said Ranaut.

Liva today has over 40 national level partners in organised retail and over 140 local players. It is available from approximately 30,000 retail doors across over 200 cities. Last year, approximately 3.7 crore Liva tagged garments were produced.

In 2015, Liva was around 5 per cent of the overall merchandise mix in organised retail. Today, Liva comprises 20 per cent of the overall womenswear merchandise mix at the stores, the brand said in a press statement.