Grasim Industries plans to foray into menswear segment with liva fibre

Birla Cellulose has recently unveiled a new eco-friendly variant called Liva fabric i.e. Livaeco

After achieving sizeable growth in womenswear, Aditya Birla Group company Grasim Industries plans to make a foray into the menswear segment with eco-friendly viscose fibre, branded as liva fibre, produced by its sister company Birla Cellulose.

“We are primarily present in the womenswear segment as of now with premium quality textile products, produced from viscose. Now, we are moving towards an eco-friendly fibre variant called Liva eco. We announced our entry into the home textile segment a few months ago with Liva,” said Dilip Gaur, Managing Director, Grasim Industries. Grasim's pulp and fibre business division Birla Cellulose has achieved sizeable growth