The move comes as a major step in the fibre major’s increasing thrust on developing ‘LivaViscose’ for the domestic market. Birla Cellulose has inked an exceptional growth story for the past few years, it has seen the sales in domestic market grow year on year, and therefore has come up with a focussed strategy on developing this big chunk of its customer base.

The strategy stems from a consumer study conducted by Birla Cellulose, which showed consumers’ preference towards relaxed easy wear which is fashionable and comfortable.

Thus came the launch of ‘LivaViscose’ collection by Birla Cellulose with the famous Indian designer Anita Dongre, under her prêt label AND.

This is the first of its kind green designer collection, which caters to the modern consumer’s preference for comfortable yet fashionable clothing. It is a delightful experience with soft drapes and Grecian styles, made possible by the inherent 'LivaViscose' values of high comfort, softness, drape and high moisture absorbency, making it the best fibre for Indian summers.

This also marks the launch of the viscose fibre from Birla Cellulose with its new proposition, as the fashion fibre brand 'LivaViscose'. The brand name is a representation of the idea of living it up every moment of your life with 'LivaViscose', pegged on the thought that this fibre makes every piece of clothing much more fashionable and desirable.

It brings the zing factor to everyday clothing by making every garment much more softer, sheenier, drapier and comfortable. This makes everyday wear much more attractive or glamorous – making our everyday lives more glamorous, and turning our everyday occasions into more glamorous moments. Therefore the brand stands for the proposition “Everyday Moments Turn Glamorous”. To read more, click here

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