Liva, the new age fabric from the Aditya Birla Group announced its foray into the Saree category recently at country’s largest ethnic wear event, Kolkata Fashion Expo.
Dilip Gaur, MD, Grasim Industries Ltd. said, “Saree is an iconic category but its growth is sluggish as compared to other women’s wear segment. There is strong need for innovation in saree as a category which Liva will be able to fulfill with its fluidity.”
Sponsored and presented by Liva, the event showcased a fashion show using fabrics from Liva and a lounge where collections by the Value Chain Partners from prominent hubs were showcased for the first time. Indian celebrity and fashionista Mandira Bedi also crafted a collection with Liva fabric and showcased during the show.
The event received an overwhelming response. It was attended by over 1500+ retailers, boutique owners & wholesalers all over India, including top players like Nalli’s, Chennai Silks, Manyavaar and many others
Liva leveraged its attributes of drape, natural sheen and softness and wants consumers to re-imagine saree in a new way. To better suit the needs of the value chain, Liva also introduced new blends for both occasion wear and regular wear.