April 27 2016, 17.31 PM IST || Pocket News Alert
27th April 2016: With an objective to bring sarees back in vogue, LIVA is all set to launch its saree with Liva fabrics, pan India. Innovative sarees that bring the best of fashion, comfort and convenience to the consumer.
The exciting journey of brand Liva continues with its foray into the saree category. LIVA fabrics delight consumers for its effortless drape and fluidity, when one moves, it moves with them, without being clingy. In its purest form, the Saree is arguably the best designer wear that India has unveiled to the fashion world. The creatively designed saree however, continuously balances itself with the art and convenience of wearing one.
“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.
“Liva has experienced a successful journey in women’s wear in past one year. We have associated with leading women’s brands in India and have penetrated more than 2000 retail outlets across the country. Liva-tagged sarees would be the first time that LIVA is entering the saree segment, though it was used in the past in the generic category”, he added.
“Going forward, we also see the trend in sarees getting extended to Dhoti saree, Pre-plated saree, Pant sarees, Lehenga saree, Jumpsuit sarees among several others, he added.
According to National Housing Survey, the Saree market in India is growing at around 6% CAGR annually and is the largest category going by fiber consumption. Liva has clear plans to grow in the premium and mid segments in the coming years,” Mr. Samuel said.
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. The most iconic women in media, Bollywood and politics have developed their unique signatures through sarees. For eg: Rekha only wears gold colored Kanjeevarams, Sonia Gandhi wears crisp white saris. 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.”
Talking about her association with LIVA, she added, “I feel like I am a scientist with creating forms and textures with different fabrics. And coming across Liva’s new collection of fine fabrics, was very exciting! Here is so much that one can do with , in the form of textures, vibrancy in colors, designs, styles of draping, embroidery , etc., Besides, I am using only natural fabrics that breathe and flow like a dream!! It’s Amazing!!!”
The Indian saree market is expected to witness a change at the outset of LIVA’s saree journey