Birla Cellulose launches the "Liva" brand

Briefing the media, K. K. Maheshwari, Group Business Director, Fibres and Textiles, and Managing Director, Grasim, stated that the launch of Liva was “indeed a defining moment for us as we take another major step forward in the continuing journey of Birla Cellulose towards achieving greater heights of excellence and growing leadership globally”. 

He said that the business, long-term, has a great future and that Viscose Staple Fibre once reckoned as a commodity was increasingly moving to raise its share of value added products and solutions.

Kumar Mangalam Birla, the Group’s Chairman said, "The Pulp and Fibre business is an integral part of our Group. Over the years, it has contributed significantly to our growth and has taken a remarkable position in terms of global presence.  We enjoy a leadership position with over 20% of the world market share.  Over the last 3 years alone our investments have been in excess of Rs.4,300 crores and our capacities have scaled close to 1 million tons per annum.  Let me add that, as a Group, we have always been customer-centric and VSF continues to move ahead of the times”. 

“As a Group, we believe the Customer at is the core of how we operate.  You would be surprised to know that our consumer brands are over Rs.60,000 crore, larger than that of many leading consumer brands put together.  With the launch of LIVA, our endeavour is to establish the same connect with the end consumer (who in the Viscose Fibre business is several steps removed from our operations) and while doing that take the entire value chain along with us,”  avers Birla.

Maheshwari highlighted the criticality of the consumer connect, emphasizing that to win with end-consumers consistently, we needed to do several things.

Maheshwari said, “Firstly, we needed to create a distinctive and relevant end-consumer promise. With years of experience and several intense rounds of understanding consumers, we have found one that we believe resonates strongly with their desires and beliefs. Not only does it fully satisfy them on the aspect of being a natural product, it also delights them on the distinctive aspect of the product which is its soft drape, or “fluidity”. I am delighted to announce that we are launching this product under the brand name “Liva” with the very simple but very meaningful and attractive proposition of “Natural Fluid Fashion”.

Liva’s consumer appeal is being topped with a brand ambassador as actress Kangana Ranaut.