Business

Liva Ties Up With FDCI For Amazon India Fashion Week AW 2016 As Associate Sponsor

Birla Cellulose-owned brand Liva, collaborated with the apex body of Indian fashion industry, the Fashion Design Council of India (FDCI), as an associate sponsor for Amazon India Fashion Week (AIFW) Autumn Winter (AW) 2016.

The 28th edition of AIFW was held from October 12 to October 16 at the NSIC Grounds, according to a company issued release.

Speaking about the collaboration, Birla Cellulose’s President for Marketing & Business Development Manohar Samuel said, “We are excited to collaborate with FDCI as an Associate Sponsor. At Amazon India Fashion Week, our objective is to interact and engage with fashion designers and highlight LIVA’s fashion adaptability. LIVA fabric is innovative and natural, made of wood pulp, which delight consumers with its comfort and fluidity”.

After market research conducted by Liva revealed that the biggest challenge faced by fashion designers in expanding their market globally is the availability of quality, innovative, natural and consumer friendly fabric in small as well as medium quantities, Birla Cellulose addressed this challenge.

“Designers in India are exceptionally creative with great consumer insight. In the past few seasons, Liva fabrics have been sculpted into exquisite fashion apparels appreciated by consumers across the globe. We intend to provide support a robust supply chain entirely created for off-the-shelf requirements of fabrics through Liva Fluid Centre Kiosks,” Samuel said.

Confirming the development, FDCI President Sunil Sethi said, “We are happy to be associated with the Aditya Birla Group and the support they offer to designers and the fashion community is appreciable. Fabrics are an important part of fashion garments and innovative as well as natural fabrics work best”.

Incidentally, Liva is the preferred ingredient fabric brand for leading women’s brands including BIBA, Lifestyle, Shopper Stop, Van Heusen, Pantaloons, Allen Solly FBB, Fusion Beats, Maxx, Park Avenue, Wills Lifestyle, the release said.