In a landmark step towards sustainable fashion, Birla Cellulose has launched Liva Reviva™ M, India’s first mechanically recycled cellulosic fibre. Made with up to 50% post-consumer textile waste, this innovation redefines how fashion can embrace circularity.
Today, the world faces a growing textile waste crisis. According to the United Nations Environment Programme, more than 92 million tonnes of textile waste are produced every year. Even worse, this number may rise by 45% within five years. Against this backdrop, Liva Reviva™ M arrives as a scalable, tangible, and certified solution for a sustainable future.
“Liva Reviva™ M isn’t just another sustainable fibre—it’s the future of fashion itself. We’re not talking about incremental change; we’re talking about rewiring the very DNA of how fashion is made, worn, and reborn,” said Mr. Manmohan Singh, Chief Marketing Officer, Birla Cellulose.
A Circular Disruption with Global Impact
Liva Reviva™ M combines premium man-made cellulosic fibres with mechanically recycled textile waste, showcasing true circularity in practice. Moreover, it offers several advantages:
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100% plant-based with high cellulosic content
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Breathable, soft, and skin-friendly
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Certified by GRS and FSC®
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Ideal for diverse applications, from denim to knitwear
These qualities make it suitable for both fashion innovators and eco-conscious brands seeking performance and responsibility in one product.
Closing the Loop at Scale
Until recently, most post-consumer textile waste ended up in landfills or incinerators. However, Liva Reviva™ M proves that waste can become a valuable resource. The fibre demonstrates a commercially viable and technically proven approach to large-scale recycling.
With this breakthrough, Birla Cellulose, part of the Aditya Birla Group, reinforces its position as a pioneer in sustainable textile innovation. The company continues to lead the transformation of fashion’s supply chain, from raw materials to responsible manufacturing.
