Birla Cellulose has always been at the forefront of the revolution in viscose staple fibers. It charted a new course in fashion by entering the retail segment with its brand Liva. This was created in-house, and the fiber is a champion of sustainability and has created history with its fluidity and softness and versatility. Now, the company has launched an innovation called Liva Snow, which is optically white fiber. Since customers are looking at something which will make them look fresh, Birla Cellulose is planning to enter antimicrobials, which are exotic and functional based fibers.

The company caters to domestic and international textile brands such as Target and Marks & Spencer, besides its own brands like Van Heusen, Allen Solly and Louis Philippe. The company also has sub-brands called Birla Modal, Birla Viscose, Birla Spunshades and Birla Excel, among others. It has fully integrated manufacturing facilities extending from plantation to pulp to fiber in countries such as Canada, Laos, Sweden and fiber plants in China, Indonesia and Thailand.

Birla Cellulose is the fiber division of the Aditya Birla Group. In the global market, it’s working on programs with the value chain, not much with the consumer. It has newer structures and newer melanges. These are the main focus areas.