Aditya Birla Group firm launches fabrics brand Liva

Aditya Birla Group firm Birla Cellulose has launched fabrics brand Liva, which promises natural fluid fashion.

Birla Cellulose, a leader in cellulose fibers has already tied up with 22 major brands and is planning for more in the coming season, said a statement.

To promote its availability in small commercial quantities, the company has tied up with retail partners in New Delhi, Surat, Kolkata, Ahmedabad, and Hyderabad for smooth supply.