Liva eyes entering menswear & home textiles segment

Liva, the fabric brand of Aditya Birla, is looking to foray into menswear and home textiles segments. Presently, the brand is operating only in the women’s apparel segment.

Recently, Liva has tied up with FDCI for promoting greener, sustainable fashion Liva Eco, which is Birla Cellulose’s enhanced version of Liva fabric made from wood-derived fibers. Birla Cellulose will further be infusing about Rs 4,000 crores in its Vilayat factory in Gujarat in order to increase the capacity of fiber manufacturing.

Aditya Birla was started as Grasim Industries. The company has been in the textile industry since 1948. It now has brands Liva and Liva Eco as its subsidiaries. Currently, Birla is the world’s largest viscose manufacturing company.

Aditya Birla has also acquired fashion chain Pantaloons from the Future Group and manages it. Recently, Grasim Industries has inked a pact for acquiring 100% shareholding of Soktas India.