Grasim Invests Rs 100 crore to develop first fabric brand

Mumbai: Grasim Industries has invested Rs 100 crore to develop its first fabric brand, Liva', which it will distribute through 1,000 outlets as part of a plan to stay in sync with changing consumer behaviour. `Liva' is the first viscose staple fibre brand from Grasim, the flagship company of the Aditya Birla Group.

"There has been a dramatic change in consumer behaviour. Today's consumers like freedom and wish to express themselves. The new brand Liva brings a direct connect with consumer," said Grasim managing director KK Maheshwari.

The company has brought weavers, spinners, processors and designers under one fold and created a value-chain to develop the product. "We have created a new partnership concept called the Liva Accredited Partner Forum or LAPF. We will closely work with them in areas of technical support, design development, supply chain and market development," Maheshwari added.

As part of product development, the company has set up a design studio backed by a technical research and development centre. "This is mainly to work with the value-chain and bring new innovations every season," said Maheshwari.

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