“We intend Liva to create a paradigm shift in the way a saree is seen, as a fashion wear. Our consumer insight study has shown a clear need for blended sarees that are fashionable, comfortable and easy to manage. Liva shall aid that choice with a delectable array of blends with cupro, silk, linen, VFY and cotton in intricately woven structures,” said Manohar Samuel, President – MBDD, Birla Cellulose.
Krishna Mehta, Renowned Fashion Designer, who will also curate a special collection for the launch said, “The saree holds immense significance, and a very special place in every Indian woman’s wardrobe, allowing her to express her style, and of course, creating that ‘wow’ factor. It is an extension to her stature and personality. It would be very interesting and appealing to the youth as well, to see variations and options in which this wonderful 6 yards length of a fabric can be twisted and turned, to make it more versatile, more modern, in its look, touch and feel.”