Aditya Birla Group’s Liva brand ex­tends its as­so­ci­a­tion with bol­ly­wood’s style queen Kan­gana ra­naut

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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 brand mar­ries new style with fun, 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” Manohar Sa­muel, Pres­i­dent – Busi­ness De­vel­op­ment & Mar­ket­ing, Birla Cel­lu­lose ex­pressed, “Kan­gana Ra­naut em­bod­ies the true val­ues of LIVA of brand Liva with her ef­fort­less style, 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. To­day there are around 450 value chain part­ners (fab­ri­ca­tors, spin­ners and weavers) who make high qual­ity Liva fab­ric. The brands boosts of over 40 na­tional level part­ners in or­ga­nized re­tail and over 140 lo­cal play­ers. It is avail­able from ap­prox­i­mately 30,000 re­tail doors across over 200 cities. Last year ap­prox­i­mately 3.7 cr Liva tagged gar­ments were pro­duced.

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