14 March 2009

Birla Cellulose teams up with Anita Dongre and launches ‘Liva Viscose Collection for AND’

The launch of ‘Liva Viscose Collection for AND’ heralds the beginning of a collaboration between fashion designer Anita Dongre and Birla Cellulose, the umbrella brand of the Aditya Birla Group’s cellulosic fibre business.

This new spring summer line by Anita Dongre promises to usher an exciting new chapter in India’s fashion files. The Greco inspired collection in soft flowing fabrics with masterful draping is designed to bring glamour into everyday lives.

Liva viscose fibres have the unique properties of extreme softness, lustre, drape, and comfort. This line crafted from nature’s wonder fibre offers the Indian woman an unmatched blend of comfort and style, making her everyday moments turn glamorous.

Anita Dongre, Creative Director, AND says, “Liva Viscose fibres give a brilliant lustre and an excellent drape to the ensembles.”

Liva Viscose is a 100 per cent natural and biodegradable fibre, crafted from the choicest wood pulp, by applying a unique, patented “zinc metal free process”. The resultant cool, breathable fabric has the highest moisture absorbency across all fibres including cotton, making it the most comfortable choice for the Indian summer!

Birla Cellulose is dedicated to making eco-friendly innovations at every point in the value chain. Led by its green R&D centers, it contributes to the green movement through research on — the plantations it grows, the fibre it manufactures, and the fashions it inspires.

This alignment of complete green research solutions is what helps Birla Cellulose create new and better products for a greener today and tomorrow. Birla Cellulose — fibres that are truly in harmony with nature.

For press queries please contact:

Birla Cellulose
Niharika Mittal – 09702211361

For AND
RpH
Elisha Saigal – 09820685950
Email: elisha@rph.co.in