Kangana Ranaut roped in as face of Liaveco

Liva, the leading ingredient consumer brand of the Aditya Birla Group, today unveiled a new eco enhanced variant of Liva fabric i.e. Livaeco. National-award-winning-Bollywood-actress Kangana Ranaut has been roped in as the face of this new age sustainable fabric.

Kangana Ranaut has been breaking the glass ceiling and providing a fresher newer outlook in all areas related to fashion, movies and more. Whether it’s rocking the quintessential silk saree or talking about the ever so controversial topic of nepotism, Kangana’s has never held back. Liva Eco, as the first ever end to end sustainable fabric brand, believes in the same philosophy of introducing ground breaking ideas which revolutionise the industry.

“I strive for excellence in whatever I do. My fashion choices are not any different. Livaeco enables me to look my fashionable best and yet gives me the satisfaction that it is helping in preserving our precious environment.” says leading actress & Liva brand ambassador Kangana Ranaut.

By introducing ground breaking molecular tracking technology with Liva Eco, Aditya Birla Group is ensuring that each garment that’s made using their fabric can be tracked to ensure it has the least impact on the environment.

“At Birla Cellulose, sustainability is a continuous journey towards the well being of all stakeholders and conserving nature. With the launch of Livaeco, we endeavor to systematically engage with the textile value chain and offer consumers fashionable clothing that is ecofriendly”, says Mr. Dilip Gaur, Managing Director, Grasim Industries Ltd.“Birla Cellulose, following the Aditya Birla Group’s philosophy of being at the forefront of sustainable business practices, has taken yet another step towards enhancing the sustainability of the fashion industry through the introduction of Livaeco, a new variant of Liva,” added Mr Gaur.

Liva – in a short journey of over four years - has become a preferred ingredient brand for most consumers through its consistent high quality, natural origin and fluidity that it imparts to the garments making them fashionable and highly desirable.

Whilst Liva itself is a highly sustainable fabric, Livaeco enhances this further through the use of raw materials from sustainable and certified forests, lowest water consumption & low green house gas emissions during the manufacturing process, coupled with a unique traceability solution for ensuring source credibility.

Livaeco will be available exclusively in SS 19 and AW 19 seasonal collections of brand ‘W’. ‘W’ has especially curated a high fashion collection leveraging the attributes of Livaeco. Consumers can expect a delightful offering for new age women. Those who want to look fashionable and also contribute towards the cause of eco friendliness. The collections are expected in 300+ exclusive ‘W’ Stores and many more in ‘W’ collections at large format stores and Multi brands outlets across India by March’19.