Liva Launches the Green Heart Movement at India Fashion Week

Liva, the ingredient brand of the Aditya Birla Group, launched the Green Heart Movement at the opening show of the India Fashion Week organized by Fashion Design Council of India (FDCI).

Over the years, the fashion industry has caused immense environmental damage. The Green Heart Movement is a call to all informed & eco-consciousmanufacturers, designers & consumers that aims to create a revolutionin promoting sustainable and responsible fashion.

Liva associated with FDCI for the India Fashion Week and presented the Livaeco Green Heart Show with ace designers Rina Dhaka, Sahil Kochhar, Shalini James and Samant Chauhan presenting their eco – responsible collections made with Liva fabric in a forest-inspired ramp.Their collections broke the myth of sustainable clothing being boxy and unfashionable.

This initiative by Liva is the reflection of the Aditya Birla Group’s strong commitment towards responsible business practices.

“Sustainability for us is a continuous journey towards the well-being of all stakeholders and conserving nature. Liva has taken this step of associating with FDCI to support responsible fashion across the value chain,” said Mr. Rajeev Gopal, Global Chief Sales and Marketing Officer, Birla Cellulose on Liva’s association with FDCI.  

“FDCI is forging ahead to take fashion on a greener path with a generation of new-age eco-warriors. We believe sustainability and conscious consumption is the need of the hour. Thus, we are extremely proud to begin this new chapter with LIVA as our Associate Sponsor, as we share a common ideology,” says FDCI President Sunil Sethi.

About LIVA: Liva is a new-age fabric from Aditya Birla Group. Unlike other fabricsthat are boxy or synthetic, Liva is a soft, fluid fabric which falls and drapes well.  A promise that is delivered through accredited value chain. The new-age, naturally sourced fiber made into fabric in pure or blended form, transforms not just the garment but also the person wearing it. It is comfortable, soft, natural, and eco-friendly.

About Birla Cellulose: Birla Cellulose represents the Pulp and Fiber business of Aditya Birla Group, is India's pioneer in Viscose Staple Fiber (VSF). Birla Cellulose Fibers are of 100% natural origin, highly absorbent, have an especially good feel, and are completely biodegradable.  As an extremely versatile and easily blendable fiber, VSF is widely used in apparels, home textiles, dress material, knitted wear and non-woven applications. Birla Cellulose commands a major worldmarketshare in the man-made cellulose Fiber domain.

For Further details, contact:

• Preksha Jain: preksha@whitemarquesolutions.com
• Andrea Joseph: andrea@whitemarquesolutions.com