MUMBAI: Liva Crème, the new age fabric from the Aditya Birla Group, has been launched by Aditya Birla Group chairman Kumar Mangalam Birla.

Birla stated, “The ecosystem of our LAPF partners has resulted in also placing India on the global map. We are now a preferred sourcing destination of viscose based products. This is truly in the spirit of the ‘Make in India’ initiative of the prime minister”.

"Liva’s end-to-end ecosystem of a high quality product, continuous innovation, the LAPF network and aspiration created by communication and brand engagement is a great case study in consumer focus,” added Birla.

Birla introduced the next innovation - Liva Crème fabric. Embedded in it is the core promise of Liva. Coupled with it are the enhanced features of luxurious fineness and softness. In spawning Liva Crème, he, complimented the LAPF partners who he said have embellished the product with their experience and expertise.

The event was launched amidst a lot of fanfare and glitterati with Bollywood actress and Liva Crème brand ambassador Kangana Ranaut walking the ramp. Liva Crème fabric – a new variant of Liva fabric – offers consumers the luxurious soft feel which is fluid and natural.

The fashion show had modeled exclusive Spring Summer ’17 collections of Allen Solly, Van Heusen Shoppers Stop, Biba and Pantaloons made in Liva Crème fabric.

“Liva Crème fabric has all the attributes of Liva fabric while offering the added benefit of luxurious soft feel. The fabric has found tremendous response from women consumers, as per a research conducted in Mumbai and Delhi. The proposition of luxurious softness has been crafted basis their feedback”, said Pulp & Fibre business director Dilip Gaur.

“Overall, the designer associations with leading brands to create Liva Crème collection, a stunning campaign with Kangana Ranaut and premium point of sale communications will all work towards positioning Liva Crème as a premium brand in the minds of consumers,” added Birla Cellulose CMO Rajeev Gopal.