LIVA EXTENDS ITS ASSOCIATION WITH BOLLYWOOD’S STYLE QUEEN KANGANA RANAUT
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.