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Birla Cellulose set to introduce Liva with blends

"Autumn/Winter is important as it encompasses the festive season. For this season, people select festive wear, bright colours, great lustre, texture and cuts. On living upto the expectations of consumers, Manohar Samuel, President (Marketing), Birla Cellulose, the Pulp and Fibre Business, says that these are the demands for the festive season as much as the functional requirement of keeping the consumer warm and being comfortable also about quicker drying and easy to maintain an autumn/winter scenario. These are the aspects where consumer feedback shows our challenges."

 

 

Birla Cellulose set to introduce Liva with blends

 

Autumn/Winter is important as it encompasses the festive season. For this season, people select festive wear, bright colours, great lustre, texture and cuts. On living upto the expectations of consumers, Manohar Samuel, President (Marketing), Birla Cellulose, the Pulp and Fibre Business, says that these are the demands for the festive season as much as the functional requirement of keeping the consumer warm and being comfortable also about quicker drying and easy to maintain an autumn/winter scenario. These are the aspects where consumer feedback shows our challenges. “We have worked with the brands to augment most of our products and fabrics taking in their feedback. The Liva Accredited Partner Forum Members have also contributed in the innovation of these products in blends and weaves,” adds Samuel.

Birla Cellulose set to introduce Liva

 

Talking about the Liva outlook, Samuel feels that Autumn/Winter 2017 for LIVA is going to be interesting because we have come out with a collection, which encompasses a lot of blends. This collection is in line with the global trends. Blends with polyester, nylon, acrylic, wool and linen are seen in our latest collection. Discussing about the influencing factors, he elaborates that the factors that influence the market are what consumers want and what they see as available. Because today at the click of a button they glance through global brands online and they would like to have products like those.“Our fabrics for the autumn/winter collection this time are heavier,” says Samuel.

Challenging scenarios?

According to Samuel, Liva has not been impacted much by the fluctuation in cotton prices because their cotton blends are fewer. But most of the impact is from the consumers and the brands being able to reach out to the different segments of the consumers who would be using these products. “In terms of imports, we have our man made cellulose fibres being imported into the country and in terms of export, the manmade cellulose based yarns and garments which are exported from India. The ‘Make in India’ concept has made us look at such products that are being imported, the reasons for their import and we have partnered with some of the customers here to get this right. For example, in India, we have partnered with a few trouser manufacturers for making the fabric and a similar version available in India,” avers Samuel. In garment export, manmade cellulose garments have done well because the LAPF (LIVA Accredited Partner Forum)has focussed on innovation, product quality and service based on the LIVA Standards. This is increased and is around 27 per cent CEGR when compared to competing fibre. Going ahead, the company would like to make the entire product system sustainable as well as the business.

Policy recommendations

To be globally competitive, we need to be part of trade blocks, which is something the ministry would be contemplating upon because it has to do with not only textiles and clothing but also other products and merchandise from India, feels Samuel. But most of the growth has happened in the clothing exports with countries who have been part of trade blocks, which can help the industry to become more competitive. The next option is about fibre neutrality because in India, man-made fibres have cascading duties, making it expensive and there is a skew towards cotton in terms of fibre share. The global market share is drastically different to India market share in term of man-made fibres.

 
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