Liva forays into the saree segment

Liva, the fabric brand from the Aditya Birla Group has entered the lucrative ethnic wear segment in India with the launch of its saree collection at the Kolkata Fashion Expo.

Liva sees huge potential for growth in this segment and banking on its innovative saree products to make inroads in the women’s ethnic wear segment.

As per a report by Technopak in 2018, the saree market in India is worth Rs 60,000 crore ($8.44 billion) and constitutes 29% of the total women’s apparel market.

Commenting on its entry in the saree category, Dilip Gaur managing director at Grasim Industries Ltd in a statement said, “Saree is an iconic category but its growth is sluggish as compared to other women’s wear segment. There is a strong need for innovation in saree as a category which Liva will be able to fulfill with its fluidity.”

Premium saree labels like Parasmani, Surya Sarees, Parvati Fabrics, and many others showcased their festive season collections which were made using the Liva fabric.

Celebrity Mandira Bedi has also collaborated with Liva for a saree collection which was showcased at the event.

Liva forays into the saree segment

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