LIVA, the new age fabric from the Aditya Birla Group, forayed into the Saree category by launching a new collection at the recently-held Kolkata Fashion Expo.
Sponsored and presented by LIVA, the event featured a fashion show displaying LIVA fabrics along with a loungewear collection by the Value Chain Partners. Indian celebrity and fashionista Mandira Bedi also launched a collection of sarees made with the LIVA fabric at the event.
The event was attended by over 1,500 retailers, boutique owners and wholesalers all over India, including top players like Nalli’s, Chennai Silks, Manyavaar, etc.
LIVA also launched an eco-enhanced version of its fabric known as LIVAeco, which is made of wood pulp sourced from FSC certified forests. Leveraging its attributes of drape, natural sheen and softness, the brand wants consumers to re-imagine saree in a new way. As Dilip Gaur, Managing Director, Grasim Industries notes, “There is strong need for innovation in saree as a category which LIVA aims to fulfill with its fluidity.”
Premium labels including Parasmani, Surya Sarees, Parvati Fabrics, etc also presented their contemporary festive collection under the theme ‘Reimagined ’ at the event. Partners from different textile hubs including Varanasi, Chanderi, Bhagalpur, Salem, Kolkata, Delhi & Surat also showcased their latest saree and lehenga collections at the exclusive LIVA Pavilion.