Business

Birla Cellulose: Bringing Innovation In Style

Birla Cellulose, a world leader in VSF has embarked on a journey of collaboration in China. With a wide array of MMCF in their basket – Birla Viscose, Birla Modal, Birla Excel, Birla Spunshades, the business has shifted gears to share their LIVA AW16/17 Collection along with two group companies and six value chain partners. The Group Company, Thai Acrylic Fibre Co. Ltd, a leader in their own right in the acrylic fibre space have shared their innovation in ‘Amicor’, an anti-microbial fibre. The other Group Company Aditya Birla Yarns with manufacturing spanning across three countries – Indonesia, Thailand & Philippines, have showcased their yarn innovations with unique blends and special features mainly leveraging viscose & modal. The LIVA AW 16/17 collection is focused around the theme of art and the world of artist. There is a definite look which is far from the ordinary, which was the inspiration for the collections -‘Canvas’ and ‘Gallery’.

The ‘Canvas’ collection celebrates art and craftsmanship. It is inspired by the art movements which consists of finding out the new expressions of art using eco - sensitive materials, the featured fabrics of the collection are –

1. Liva Spun shade Me’langes which offers eco-friendly spun - dyed fibre, unfading colors and uniformity.

2. Liva Modal Amicor offers antibacterial properties with lasting hygiene and fresh feel

3. Liva Modal Indigo carries natural dyes with sustainability as the key feature

4. Liva Spunshade Thermolite provides warmth and has different structures like plating, fleece, pique and more

The Gallery collection celebrates the garment as a canvas by adding intricate details, the basic with a ‘twist’. The featured fabrics of the collection are :-

1. Birla Modal in its pure form in structures and rich blends

2. Birla Modal wool fibre offering warmth with comfort

3. LIVA laces offering a rich look with varied designs, prints and bonding

4. Birla Modal high twist fabrics giving crepe effects

5. Birla viscose/modal blended fibres offering metallic sheen and a range of varied digital prints, two faced plating and hombre.

“The inspirations drawn from consumer interactions and Brands have made us balance nature and fashion in our AW16/17 collection”, said Mr Manohar Samuel, President-Marketing and Business Development of Birla Cellulose. Seven of the leading collaborative partners of Birla Cellulose are exhibiting collection leveraging Birla Cellulose fibres

1. Frontier Spinning mills

2. Hangzhou Anchao Trading Co.,Ltd

3. Shinehoo Textile Industrial Co.,Ltd

4. Hangzhou Zhengda Textile Co.,Ltd

5. Zhejiang Hengzhilu Fibre Co.,Ltd

6. Suzhou Zhenlun Spinning Co.,Ltd

7. Dongying Runfeng Cotton Co.,Ltd

Mr. Sachin Malik - Head Sales & Marketing (China) , stated , “ We are delighted to have innovations in Birla Modal & Birla Spunshades in applications such as leggings, bed linen, casual trousers, knitted and woven tops , worked alongside with partners for both China and global market”.