Birla Cellulose Launches Liva Reviva™ M, India’s First Recycled Fibre
A major leap for sustainable fashion, Liva Reviva™ M brings circularity to India’s textile value chain with 50% recycled content.
In a defining step towards sustainable transformation, Birla Cellulose has unveiled Liva Reviva™ M, India’s first mechanically recycled cellulosic fibre, made using up to 50% post-consumer textile waste. This milestone innovation signifies a decisive move toward circular fashion, reshaping how fabrics are produced and repurposed for a sustainable future.
Circular Innovation Redefining Fashion’s Future
With the launch of Liva Reviva™ M, Birla Cellulose sets a new benchmark in responsible manufacturing. Developed at a time when global textile waste exceeds 92 million tonnes annually—and is expected to increase by 45% in the next five years (as per the UN Environment Programme)—this fibre offers a scalable and science-backed solution to one of the industry’s biggest environmental challenges.
“Liva Reviva™ M isn't just another sustainable fibre, it’s the future of fashion itself. We’re not talking about incremental change. We’re talking about rewiring the very DNA of how fashion is made, worn, and reborn,” said Mr. Manmohan Singh, Chief Marketing Officer, Birla Cellulose.
True Circularity, Tangible Impact
Blending premium man-made cellulosic fibres with mechanically recycled textile waste, Liva Reviva™ M showcases how fashion waste can become a valuable raw material. The fibre is:
- 100% plant-based with high cellulosic content
- Breathable and skin-friendly
- Soft, fluid, and versatile in application
- Certified by GRS and FSC®, ensuring global sustainability compliance
From premium denim to knitted apparel, leading fashion manufacturers are already integrating Liva Reviva™ M into their product lines, signaling strong commercial interest and adaptability.
A Scalable Solution for a Circular Economy
Unlike many conceptual recycling initiatives, Liva Reviva™ M is commercially viable and technically proven. By transforming post-consumer fashion waste—once destined for landfills—into high-performance garments, Birla Cellulose turns the concept of waste into a resource-driven opportunity.
This launch reaffirms Birla Cellulose’s position as a global leader in sustainable fibres and a key division of the Aditya Birla Group, aligning with its mission to pioneer environmentally responsible innovations in the textile value chain.