Liva shows possibilities in saris at Kolkata Fabric Expo

Aditya Birla Group’s brand Liva presented the immense possibilities in saris at the recent Kolkata Fashion Expo 2019 which brought together the best fashion minds from across the country. 

At the two-day fair, Liva, the new age fabric brand, unfurled a whole wide world of saris and suitable fabrics to the manufacturers, retailers as well as exporters.

Value chain partners from different hubs including Bhagalpur, Erode, Surat and Varanasi who are closely working with Liva presented their collection signifying a distinctive fashion statement that one can create with the country’s heritage in an aristocrat way.

The fabric of Liva saris was associated with luxurious softness, feather like feel and easy manageability to ensure a refined and graceful look, Aditya Birla said in a press release.

Customers and business partners appreciated the range of Liva’s Royale as well as 9 to 9 collection for prolonged usage. Retailers showed immense interest in promoting saris with Birla Cellulose fibres including viscose, modal & excel. 

"The sari segment has been quite unorganised for years. Through Liva efforts, we hope to promote the quintessential Indian garment. It has been adapted all across India, with each region giving its own spin. We plan on embracing the culture and educating the consumers in terms of the fabric and fall. Kolkata is a major textile hub and hence is the ideal location to focus on innovation in the sari category," a spokesperson from Liva said.

Birla Cellulose aims at pushing the sustainability movement in India. With the entry of Liva in the category, sari too is set to be more sustainable with use of technologically enhanced eco-friendly fabrics, the release added.