New Delhi: Birla Cellulose, which is currently spearheading a unique initiative called LIVA Accredited Partners Forum (LAPF) to scale up the textile value chain, will now kick off a joint marketing drive to increase reach of its partners at the international markets.
“We will help the LAPF partners to promote their products at the international level by enabling them to take part at different marketing fora, apart from helping them with design developments and technology,” said Manohar Samuel, President, Marketing and Business Development at Birla Cellulose.
After launching the LAPF to aggregate the top talent in the fabric industry, Birla Cellulose has roped in leading players like Shreeji, Mafatlal, Mercury, Karuna Tex, Svarn Tex, MI Industries, VSM among its 250 plus partners.
Apart from enabling the LAPF partners to join the international marketing fora, Birla Cellulose will provide them chance to promote their products through special drives like Market Week and Mill Week, being held abroad, Mr Samuel said.
The company today brought together LAPF partners and international brands at Delhi NCR, the capital for the garment industry in India. The initiative was held in collaboration with the Society of Noida Apparel Export Cluster.
Around 40 LAPF partners showcased their innovations in LIVA fabrics to 160 garment exporters, including international brands such as Marks & Spencer, Macys, and GAP, apart from Shahi Export, Orient Craft, Pearl Global and Richa &Co. Top buying house such as Triburg, Impulse, LI Fung, and Asmara, domestic brands like Biba and ITC were present.
“India is the second biggest textile hub in the world with a huge potential for Man Made Cellulosic Fibre (MMCF) Clothing. The conclave in Noida provided an open platform to integrate leaders in the value chain from Spinner to Fabricator to Garmented & Brands to achieve excellence,” said Mr Samuel.
The conclave also saw the unveiling of LIVA Spring Summer 2017 Collection with innovations like Modal Knitted slubs, Modal Denim, Lurex embellishments in LIVA blends & Modal Yoga Wear. The LIVA SS 17 would be showcasing the collection in 2 unique themes namely Tropical Trails and Leisure Luxe.
Birla Cellulose launched its fabric brand LIVA in March 2015 in line with the vision of establishing connect with the end consumer in the viscose staple fibre business.
LIVA accredited partners are closely working with Birla Cellulose on a variety of projects. Fabrics from LAPF are of world class quality as they follow LIVA Accredited norms & process guidelines. Birla Cellulose team hopes to continue the collaboration with LAPF on innovation, product perfection and speedy 
With an objective to assure quality focused offerings to the end consumer, Birla Cellulose in association with the Garment Exporters Association of Rajasthan hosted its 1st LAPF Conclave at Jaipur on 7th August 2015 which was well attended by the who’s who of the Rajasthan garment industry. Coimbatore witnessed the 2nd LAPF Conclave on 4th December 2015 where over 200 leading textile players mainly from the Southern States made their presence felt.
“There are over 250 partners now and our endeavour is to add 20 more by the end of this fiscal. We will have the fourth conclave in Mumbai before March, as the culmination of the current drive,” Mr Samuel said.
Recently LIVA focused its attention on the Fashion & Designer fraternity with LIVA Protégé, a national-level designer hunt, which put the spotlight on emerging designers. Result was an overwhelming response with more than 2500 entries across 12 cities & top 50 fashion institutes. The Grand finale witnessed the most innovative, compelling and unique styles by top 12 finalists from India’s top fashion schools, namely NIFT, NID, Pearl Academy, BD Somani and Raffles.