Birla Cellulose will open a design studio in New York to connect with international fashion brands. Once the studio is launched, its seasonal collections will be available for global brands. “We are launching a design studio on 7th Avenue in New York which is known as the garment district, it is the most premium location in New York,” Birla Cellulose, President — Marketing, Manohar Samuel has said. The company has plans to open studios at other international destinations such as London and Hong Kong for its collections.

Birla Cellulose has a similar studio in Noida known as the Liva Accredited Partner Forum (LAPF). LAPF has samples of viscose, modal and excel with technical specifications and a variety of woven, knitted, and flat knitted fabrics on display under Liva, the fabric brand of Birla Cellulose.

Meanwhile, closer home, Birla Cellulose is opening one LAPF studio at Tirupur to cater to the southern textile hub and has plans to be present at major centers such as Jaipur and Bangalore. The company is also looking at adding more kiosks in its network, which consists of co-branded design fabricated studios. These would be operated in collaboration with local partners. It sees around 15 kiosks in the coming years and about six studios in the country. Birla Cellulose is the Aditya Birla Group’s umbrella brand for its range of cellulosic fibers.