This new age fabric from the Aditya Birla Group lends fluidity to the garment. Liva has leveraged its attributes of drape, natural sheen and softness and wants consumers to re-imagine the sari in a new way. To better suit the needs of the value chain, Liva has also introduced new blends for both occasion wear and regular wear. Liva hopes to bring innovation into the sari as a category. Premium labels from different textile hubs in the country including Varanasi, Chanderi, Bhagalpur, Salem, Kolkata, Delhi and Surat have festive collections created with Liva.
The sari is an iconic category but its growth is sluggish as compared to other women’s wear segments. The sari market in India is worth Rs 60,000 crores and constitutes 29 per cent of the total women’s apparel market. Liva has been founded on the belief that sustainability and fashion can co-exist. The four-year-old brand has rocked the market through its innovative campaigns, strong value chain and quality. The Liva accredited partner forum has about 180 wet processors consisting mostly of woven and knitting, knit processing and woven processing. One-third is netting and two-thirds is woven. Liva promises the consumer a natural fluid and fashionable fabric which has passed through an accredited value chain for quality guarantee.