Pic: Aditya Birla Group

Liva, the new age fabric from Aditya Birla Group, showcased a saree collection at Kolkata Fashion Expo. Sponsored and presented by Liva, the event hosted a fashion show using Liva fabrics and a lounge where collections by value chain partners from prominent hubs were showed for the first time. Indian celebrity Mandira Bedi launched the saree collection.

 

Premium labels including Parasmani, Surya Sarees, Parvati Fabrics and many others presented contemporary festive collection 'Reimagined' with Liva. Various partners of Liva from different textile country hubs including Varanasi, Chanderi, Bhagalpur, Salem, Kolkata, Delhi and Surat showcased their latest saree and lehengas collection at an exclusive Liva Pavilion, according to a press release by Liva.

The event received an overwhelming response. It was attended by over 1500+ retailers, boutique owners and wholesalers all over India, including top players like Nalli's, Chennai Silks, Manyavaar and many others.

Liva leveraged its attributes of drape, natural sheen and softness as it wants consumers to re-imagine saree in a new way. To better suit the needs of the value chain, Liva also introduced new blends for both occasion wear and regular wear.

"Saree is an iconic category but its growth is sluggish as compared to other women's wear segment. There is strong need for innovation in saree as a category which Liva will be able to fulfill with its fluidity," said Dilip Gaur, managing director, Grasim Industries Ltd. (PC)

 

 

Fibre2Fashion News Desk – India