Apparel - - Fyi -

LIVA, the fluid fash­ion brand of the Aditya Birla Group, has ex­tended its con­tract for yet an­other year with the scin­til­lat­ing Bol­ly­wood diva Kan­gana Ra­naut.

Speak­ing on the oc­ca­sion, Kan­gana Ra­naut said, “LIVA is like a baby to me. The brand got launched with my face and hence I feel like I am the mother of LIVA. I am happy see­ing the brand grow. LIVA fab­ric is nat­u­ral and fluid and is ideal for women with a free-spir­ited sense of fash­ion. The way the brand mar­ries new style with fun and mod­ern nu­ance makes me fall in love with it. I am thrilled with the as­so­ci­a­tion and I look for­ward to the brand grow­ing fur­ther in the years to come.”

Mr Manohar Sa­muel, Pres­i­dent – Busi­ness De­vel­op­ment & Mar­ket­ing, Birla Cel­lu­lose ex­pressed, “Kan­gana Ra­naut em­bod­ies the true val­ues of LIVA with her ef­fort­less style and dy­namic per­son­al­ity. To­day, she is by far the face that is reck­oned with style, fash­ion and dy­namism. The brand and its am­bas­sador have a lot in com­mon. To­day Kan­gana has carved a unique space for her­self among her fans. We are de­lighted to have her as the face of our brand. Kan­gana Ra­naut has come a long way with her tal­ent and pas­sion to­wards her work. She has the abil­ity to eas­ily fit into any char­ac­ter with tremen­dous flu­id­ity, just like LIVA fab­rics. Fash­ion for her is about be­ing one­self and hav­ing a sense of spon­tane­ity.”

Three and half years since its launch, LIVA has seen phe­nom­e­nal suc­cess. To­day, there are around 450 value chain part­ners (fabri­ca­tors, spin­ners and weavers) who make high-qual­ity LIVA fab­ric. The brand boosts of over 40 na­tion­al­level part­ners in or­gan­ised re­tail and over 140 lo­cal play­ers and is avail­able from ap­prox­i­mately 30,000 re­tail doors across 200 cities. To­day LIVA com­prises 20 per cent of the over­all women’s wear mer­chan­dise mix at the stores.

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