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Aditya Birla Group honours Mercury Fabrics

Mercury Fabrics, a respected name in Delhi-NCR (India) for quality knitted fabric production, was recently honoured by Aditya Birla Group with ‘Excellence Award 2017’ for the maximum consumption of (LIVA) viscose in knitted fabric. The manufacturer is one of the channel partners of LIVA, a new generation Birla Cellulose fibre by Grasim Industries Limited. Kumar Mangalam Birla, Chairman of Aditya Birla Group presented the award to Rahul Sachdeva, young Director of Mercury Fabrics. Content on […]


After conquering domestic market, LIVA is targeting international retailers through LAPF

Deriving its competitive edge from integrated business models, the Pulp and Fibre business of Aditya Birla Group, Birla Cellulose has steadily grown over the past six decades to achieve global partnership with a 21 per cent market share. LIVA, the company’s new age naturally created fabric has created a stir in the domestic market for being comfortable, soft, 100 per cent natural and eco-friendly. In conversation with Apparel Online, Rajeev Gopal, Chief Marketing Officer, Birla […]

March 14, 2017


NCR’s apparel exporters excited as LAPF Studio opens in Noida

A first-of-its-kind initiative that will benefit Delhi-NCR, especially Noida-based apparel exporters and domestic brands, LIVA – the fashion fabric brand of Aditya Birla Group – opened its LAPF (LIVA Accredited Partner Forum) studio in Noida. The studio, spread over an area of 1,500 sq. feet, features more than 1,200 samples of dyed/grey, viscose, modal and excel fabrics, along with a variety of yarns with detailed specification for both knit as well as woven segments which […]

January 23, 2017


Liva opens new LAPF Studio in Noida (India); New York to be next

A first-of-its-kind initiative for the benefit of Delhi-NCR, especially for Noida-based apparel exporters and domestic brands, Liva – the fashion fabric brand of Aditya Birla Group – yesterday opened its LAPF Studio in Noida. The Studio, spread over an area of 1,500 square feet, features more than 1,000 samples of viscose, modal and excel fibres with detailed specification in knit as well as woven which are being prepared by 70 fabric companies that are associated […]


Aditya Birla Fashion mulls raising funds; LIVA to expand

India’s leading fashion firm, Aditya Birla Fashion and Retail Ltd. (ABFRL) is mulling over raising funds through issuance of Non-Convertible Debentures (NCDs) on private placement basis. In a BSE filing, the company said, “The Board of the company at its meeting to be held on May 25, 2016, inter alia, will also consider, passing of an enabling resolution for issuance and allotment of NCDs on private placement basis, in one or more tranches.” However, it […]


LIVA applauds success of its brand ambassador – Kangana Ranaut

Birla Cellulose’s fluid innovation, ‘LIVA’ has congratulated its brand ambassador, Kangana Ranaut for winning the Best Actress Award for her double role in ‘Tanu Weds Manu Returns’ at 63rd National Film Awards. In a press release Dilip Gaur, Business Director, Birla Cellulose, a group company of the Aditya Birla Group said, “We at LIVA, value our brand partners – brand ambassador, co-branding partners, LIVA Accredited Partner Forum Members, and believe their partnership is mutually beneficial. […]


Birla Cellulose’s fluid innovation ‘LIVA’ partners with FDCI at AIFW to reach fashion designer fraternity

Fashion is a creative self-expression that is constantly evolving, and the Fashion Design Council of India (FDCI) provides the perfect platform for representing, nurturing, promoting, and bringing extraordinary fashion talents to the fore. For fashion designers the challenge is to bring out fresh collections season after season for which they are always looking out for innovations in fabrics and fibres to explore what new they can create. LIVA’s participation as the official partner at the […]


Aditya Birla Group to spend US $ 2.2 million on LIVA’s R&D

LIVA, the new age fabric known for its natural and fluid drape which has taken the imagination of the fashion industry by storm, is set to get better. Aditya Birla Group’s Grasim Industries has earmarked a capex plan of US $ 2.2 million for product and application development, R&D and business development for LIVA. “The usage of Viscose Staple Fibre (VSF) is already catching up among domestic processors with VSF-made winter collection expected to go […]

December 25, 2015


Aditya Birla Launches Forum to Improve Indian Textile Value-chain

The Aditya Birla Group, after becoming the world’s largest viscose staple fibre (VSF) maker, now aims to take its Indian textile value-chain partners ahead to make India world’s top cloth manufacturing hub. The US $ 41 billion company is organizing a forum, called Liva Accredited Partner Forum (LAPF), which will support its partner textile value-chains from design development and provide technical support to marketing and buyer linkages. Under this forum, Birla Cellulose – the pulp […]