In an attempt to enter the retail segment, Aditya Birla Group’s fibre division Birla Cellulose has launched its brand Liva. “We were recently a B2B brand. However, going forward, we want to have a consumer connect. Liva was created with this aspect in mind. Also, cellulose is the fastest growing fibre in the world. The manmade fibre has been growing on the back of high consumption in the apparel segment,” said Manohar Samuel, President-Marketing, Birla Cellulose.
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