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By
Fibre2Fashion
Published
May 23, 2016
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Liva to expand to 4000 outlets this year

By
Fibre2Fashion
Published
May 23, 2016

Liva, a natural fluid fashion fabric brand from Birla Cellulose, will be expanding in the domestic market from its current presence in 2000 stores to 4000 stores in 2016.


Liva will be expanding in the domestic market from its current presence in 2000 stores to 4000 stores in 2016.



The expansion plan was revealed by Dilip Gaur, managing director, Grasim Industries and business director, pulp and fibre division, Aditya Birla Group at Confluence, a conference held recently by the group.

Gaur said, “In spring-summer 2016, LIVA had presence in over 2000 stores across 140 cities with 7 million garments tagged to the brand and we intend to double the outlets to 4000 stores in the next two season. The growth of the brand is accelerating with each season. With the launch of Liva Connect, a B2B digital platform, we aim to give access to the unorganised sector and ensure that we widen and deepen the market at the same time.”

Liva Connect, a digital platform bringing unorganised and organised sector across industry under one roof to drive per capita viscose fibre consumption in apparel retail was launched at the conference.

“Currently, the per capita consumption of viscose fibre is 0.2 kg in India while the globally it is 0.75 kg and the same is twice in China at 1.5 kg.  Globally, man-made fibres have been growing faster than cotton, with viscose based fibre growing at 27 per cent CAGR while normal textiles have grown at 5 per cent CAGR over the past few years. Since the domestic market has been stagnant, we intend the portal to be an ideal platform for the trade to come on board to drive the eco-friendly vision of Liva fabric,” Gaur said.

The rising influence of Liva in the organised retail sector would aid the non-branded segment with trickled down effect and create the necessary consumer pull and awareness, he further said.

Liva is focussed on women’s clothing - western, ethnic, fusionwear, leggings, palazzos, harem pants, stoles, and has recently forayed into sarees, with the company’s plans to exponentially ramp up the womenswear sale.

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