Navyasa by Liva launched with Deepika Padukone as brand ambassador
Aditya Birla Group has launched its saree brand Navyasa by Liva in the Indian market with Bollywood actor Deepika Padukone as its brand ambassador.
The brand launched four stores in India’s top cities-Delhi, Mumbai and Bangalore as part of its launch and plans to further expand its presence across the country in the coming months.
Commenting on the launch, Rajnikant Sabnavis, chief marketing officer at Grasim Industries (Pulp and Fibre) in a statement said, “Aimed at perceiving sarees as the new “cool” and making it the preferred attire for the modern Indian women, brand Navyasa by Liva is coined from navya which means new, and rasa, which is the art of everything we do. With a national brand like ABG and Liva venturing into sarees, I am hoping to see a much larger shift in the perception and adaptability to sarees especially among the younger generation and urban women.”
Talking about the first collection of the brand, Designer Nanki said, “We have taken it upon ourselves to break the social stigma of sarees perceived as dated attire for older women or occasional wear. With finesse as its essence, Navyasa by Liva is designed to empower women with freedom of expression; enabling adventure, boldness and their vibrant personality with versatile prints.”
Navyasa has been created by designers Abir and Nanki, along with the internal design team at Liva. It currently offers 17 collections in five different varieties of nature-based Liva fabrics.
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