LIVA brand set to double its store presence to 4,000 outlets this year
Mumbai, 20th May 2016: Having caught the imagination of the designers and top retail brand, LIVA
–fabric from the Aditya Birla Group, has embarked upon a larger plan to grow further in the domestic
market to 4,000 stores from the prevailing 2,000 stores.
Speaking at Confluence – a LIVA Accredited Partner Forum platform – Mr. Dilip Gaur, MD of Grasim
Industries and Business Director pulp and fibre division, Aditya Birla Group said, “In Spring Summer
2016, LIVA has presence in over 2000 stores across 140 cities with 7 million garments tagged to the
brand and we intend to double the outlets to 4000 stores in the next two season. The growth of the
brand is accelerating with each season. With the launch of LIVA CONNECT, a b2b digital platform we
aim to give access to the unorganised sector and ensure that we widen and deepen the market at
the same time.”
The Confluence conference saw presence of over 600 top industry players from across the country to
deliberate various trends and options to grow the viscose pie in the domestic market.
“Currently, the per capita consumption of viscose fibre is 0.2 kg in India while the globally it is 0.75 kg
and the same is twice in China at 1.5 kg. Globally, man-made fibres have growing faster than cotton,
with viscose based fibre growing at 27% CAGR while normal textiles have grown at 5% CAGR over the
past few years. Since the domestic market has been stagnant, we intend the portal to be an ideal
platform for the trade to come on board to drive the eco-friendly vision of LIVA fabric,” Gaur said.
Birla Cellulose has also been working on speciality fibre within the viscose segment that accounted
for 36% of the total portfolio in the just concluded year compared to 28% in the previous year, Gaur
said referring to the innovation initiatives undertaken within the company.
The rising influence of LIVA in the organised retail sector would aid the non-branded segment with
trickled down effect and create the necessary consumer pull and awareness, he said.
At the conference, Narendra Kumar, renowned fashion designer pointed out that the demand for
high fashion apparel is not restricted to metro cities only but also in Tier-II and Tier-III cities like Patna
and Kanpur and LIVA has the potential to satisfy this growing demand.
LIVA is focussed on women’s clothing - western, ethnic, fusion wears, leggings, palazzos, harem
pants, stoles, etc and has ambitious plans to exponentially ramp up the women’s wear sale in India
based on the inherent potential it envisages. After leggings, LIVA’s has forayed into sarees based on
consumer insights with more developments in more categories in the coming months.
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