Birla Cellulose is focused on sharing the sustainability philosophy behind its home textile fibers during the New York Home Fashions Market. The company produces a variety of home textile fibers including anti-bacterial viscose and stain-resistant fibers and is launching Liva Eco, made of Forest Stewardship Council Wood with Higg 3.0 supply chain traceability. Liva Eco is a more sustainable fiber that can be used across numerous applications including bed linens, carpets, bath towels or furnishings.

Its cellulosic fibers are best suited as blending, giving softness to polyester in pillows, luster to wool in carpets and rugs and shine to cotton in bed linen applications. These fibers offer a complete cycle for textile products. Design and price have historically influenced customers’ preferences. However, an increased environmental focus across many agencies and brands has increased enquiries related to renewable sustainable products.