Grasim India’s unit, Birla Cellulose, has entered into a long-term commercial collaboration with Swedish textile-to-textile recycling innovator Renewcell, for production of man-made cellulosic fibers. The collaboration aims at supplying high quality Liva Reviva textile fibers made using Circulose, Renewcell's 100 per cent recycled textile raw material, to global fashion brands and textile industry in the coming years.

As per the agreement facilitated by Ekman Group, Birla Cellulose will use Circulose as one of the feedstocks in the production of man-made cellulosic fibers under the brand Liva Reviva. The pulp and fibre business of the Aditya Birla Group, Birla Cellulose is a leading Man-Made Cellulosic Fibres (MMCF) producer. The company operates 12 sites for pulp and fibre manufacturing that apply environmentally efficient closed loop technologies including recycle materials and enhanced conservation of natural resources.

Grasim Industries is a leading global producer of viscose staple fibre (VSF) in India. Through its subsidiaries, UltraTech Cement and Aditya Birla Capital, the company is also India's largest cement producer and a leading diversified financial services player.