Fashion Value Chain Talks with Mr. Murgan Thenkondar, President Marketing and Global Head, Birla Cellulose.
Can you tell us about Birla Cellulose’s products, factories, and marketing offices?
Birla Cellulose is a part of Grasim Industries and is a leading producer of viscose staple fiber. The company has factories located in India, Thailand, Indonesia, and China. Birla Cellulose’s products include viscose staple fiber, filament yarn, and specialty fiber. The company has marketing offices in India, China, Indonesia, Thailand, Turkey, and Europe.
How does Birla Cellulose ensure sustainable sourcing of wood pulp for its fibers?
Birla Cellulose is committed to sustainable sourcing of wood pulp for its fibers. The company sources wood pulp from sustainably managed forests and has implemented a traceability system to ensure that the wood pulp used in its fibers is responsibly sourced. Birla Cellulose also works with suppliers to promote responsible forestry practices and has implemented a supplier code of conduct that includes environmental and social standards.
Can you tell us about Liva’s brand campaigns?
Liva is a brand of Birla Cellulose that offers a range of fabrics made from viscose staple fiber. Liva has launched several brand campaigns to promote its products, including “Liva Fluid Fashion” and “Liva Accredited Partner Forum”. The “Liva Fluid Fashion” campaign showcases the fluidity and drape of Liva fabrics, while the “Liva Accredited Partner Forum” is a platform for Liva’s partners to showcase their products and designs.
How does Liva collaborate with fashion designers?
Liva collaborates with fashion designers to showcase the versatility and quality of its fabrics. The company has partnered with several designers to create collections using Liva fabrics, including Anita Dongre, Sabyasachi Mukherjee, and Manish Malhotra. Liva also sponsors fashion events and shows to promote its products and collaborations.
Can you tell us about Birla Cellulose’s collaboration with clusters?
Birla Cellulose collaborates with textile clusters to promote sustainable and responsible practices in the textile industry. The company has partnered with several textile clusters in India, including the Tirupur Exporters Association and the South India Textile Research Association, to promote sustainable textile production and responsible sourcing of raw materials. Birla Cellulose also works with textile clusters to develop new products and technologies that promote sustainability and reduce the environmental impact of textile production.
