Liva and its partner brands like Arvind, Gemini, Prisma, Crazy Penguins & Tom Burg, showcased collections featuring lingerie, men’s intimate wear, children’s innerwear, shapewear using Birla Viscose and Birla Modal fibres at recently concluded Intimasia 2019 in Kolkata. Application in camisole and loungewear were highly appreciated by exhibitors and retailers.
Liva is set to expand its presence in the intimate wear category, given that the industry is expected to grow at around 12 per cent in the coming years, said Aditya Birla in a press release.
“The objective of participating in the show was to strengthen the reach and relations with partner brands and increase the presence in intimate wear category. More consumer focused offerings were showcased in the exhibition. Feedback of the buyers for the customised offering was procured through direct response,” said spokesperson from Birla Cellulose.
Liva is a new age fabric from the Aditya Birla Group. Unlike other fabrics, that are boxy or synthetic, Liva is a soft, fluid fabric which falls and drapes well.
