#Yarn & Fiber

2020-06-25

Birla Cellulose launches Liva with added protection of Antimicrobialfibres, making care fashionable

Mumbai: Liva, the fashion ingredient brand from Birla Cellulose, part of Grasim Industries Ltd, flagship company of US $48.3-billion Aditya Birla Group, has launched Antimicrobial fibres, a breakthrough innovation that not only kills viruses and bacteria, but also inhibits their growth, keeping the fabric fresh and hygienic in the long run.

The latest innovation - Liva with added protection of Antimicrobial fibres by Birla Cellulose - is a leap forward in fashion by successfully injecting antimicrobial agent into Viscose Staple Fibre which when woven or knitted into a fabric offers protection to the wearer from bacteria and viruses, lasting over multiple washes while retaining comfort, fluidity and softness of the fabric. Be it introducing fluid fashion or offering sustainable solutions through Livaeco, Liva has always been a fashion forward brand. Today, when the world is embracing a change known as “the new normal”, understanding consumer needs, –Liva’s specialfabric inherently possesses Antimicrobial properties which kills 99% of bacteria and viruses and also inhibits their growth on apparels and home-textiles, thereby making it safe for you.

Introduced in a first ever virtual launch through a webcast, Mr. Rajeev Gopal, Group Executive President and Global Chief Sales and Marketing Officer, Pulp and Fibre Business, Aditya Birla Group said, “Antimicrobialproducts are currently the need of the hour and will continue to be the point of focus in the near future. Liva with added protection of Antimicrobial fibresby Birla Cellulose, isnot just antimicrobial but also long lasting, while it keeps the fashion quotient high. At Liva, our aim is to make Apparels and Home-Textiles safe without compromising on performance and fashion."

Benefits

Developed using in-house technology by Birla Cellulose’s Research & Development team, antimicrobial agents are injected during the fibre manufacturing stage, making it an integral part of the fibre and providing durable antimicrobial properties.Thescience behind the technology involves the active agent being strongly bonded with the substrate, resulting in excellent durability to wash & wear.

The interactions between cellmembrane of the microbe and the active agent causes the interruption of all essential functions of the cell membrane and, consequently, the cell membrane gets ruptured and destroys the microbe. These agents inherently bond with fibres, resulting excellent durability to wash & wear and help retain antimicrobial effectiveness through multiple washes. This effectiveness is tested under stringent ISO standards and authenticated by International labs. Moreover, due to its nature–based origin, the fabric is skin-friendly. Killing of microbes inhibits odor development,keeps the fabric fresh andincreases hygiene.

Liva with added protection of Antimicrobialfibresby Birla Cellulose, can be used in producing Menswear, Womenswear, Kidswear, Athleisure, Intimate wear, Accessories and in Home-Textile applications.

Traceability & Transparency for the Value Chain

Liva with added protection of Antimicrobial fibres by Birla Cellulosehas a unique tracer in its fibre which helps in source verification at all stages of the Textile Value Chain and removes any possibility of counterfeit or dilution. Blockchain Technology based tool -Green Track™ is used to trace upward and downward value chain, to maintain authenticity of data.

For more information:

http://www.birlacellulose.com

http://www.livafluidfashion.com

Texprocess 2026: Automation, digitalisation and AI redefine textile processing

Making investment decisions in textile processing has become significantly more demanding. Increasing energy costs, a shortage of skilled labour and ongoing geopolitical uncertainties are compelling companies to focus on technologies that deliver clear gains in efficiency and process reliability. This applies equally to apparel manufacturing and to the processing of technical textiles and high-performance materials. As a result, modernisation initiatives are assessed more carefully – even as the need to upgrade production systems continues to intensify.

Techtextil 2026: Between innovation pressure & market reality

From 21 to 24 April 2026, Techtextil in Frankfurt am Main will once again become the central meeting point for the international technical textiles and nonwovens industry. Running in parallel, Texprocess will focus on the industrial implementation of textile processing technologies as the leading platform in this field. Together, the two trade fairs form a closely integrated presentation and working platform along the entire textile value chain – from material development to finished applications.

Between geopolitical pressure and industrial resilience

In this interview, Dr. Janpeter Horn (VDMA) discusses the current challenges facing textile machinery manufacturers, shaped by geopolitical tensions, regulatory developments and subdued investment. He also outlines why innovation strength, integrated solutions and strategic positioning remain key to global competitiveness.

Yarn Expo Spring 2026 concludes, connecting buyers with innovative selection of sustainable yarns and fibres

Yarn Expo Spring 2026 wrapped up successfully on 13 March, as a record-high of over 600 exhibitors from 12 countries and regions welcomed more than 25,000 visitors from 113 countries and regions. Held across 27,000 sqm in Hall 8.2 of the National Exhibition and Convention Center (Shanghai), the fair highlighted the textile industry’s accelerating shift toward a lower-impact, more functional future. Exhibitors presented eco-friendly organic, regenerated and recycled yarns and fibres, alongside innovative options such as sweat-resistant and high-performance materials. A comprehensive fringe programme further enriched the event, offering practical market insights and new networking opportunities.

Lenzing advances its transformation: Higher EBITDA, stronger free cash flow and more than EUR 200 million in cost savings

The business performance of the Lenzing Group in 2025 was affected particularly in the second half of the year by external factors such as international tariff measures, subdued demand and declining market prices. As a result, revenue decreased slightly by 2.3 percent to EUR 2.6 billion, primarily due to lower fiber sales volumes and lower prices for fibers and pulp, which were further negatively impacted by currency developments. Nevertheless, thanks to the comprehensive Performance Program, Lenzing was able to improve its operating performance and key financial indicators compared with the previous year.

“Lead Transformation – Generate Impact”: Lenzing presents its 2025 Annual and Sustainability Report

The Lenzing Group has published its 2025 Annual and Sustainability Report, entitled LEAD TRANSFORMATION – GENERATE IMPACT. The report shows how Lenzing is actively shaping change in the industry and making a lasting impact: economically, ecologically, and socially. Lenzing is consistently focused on the future: with targeted investments in premiumization, excellence, innovation, and sustainability, the company is strengthening its position as a leading provider of sustainable, cellulose-based premium fibers. The combined report is available in digital format.

Speed and connectivity: Techtextil and Texprocess provided market-ready solutions for industries under pressure

With more than 36,000 visitors and 1,700 exhibitors from a total of 112 countries, Techtextil and Texprocess 2026 demonstrated how innovation comes into industrial use. The convergence of research, industry and application proved to be a breeding ground for new material solutions, manufacturing and processing technologies. Natural fibres, performance apparel, connected systems and AI-driven processing technologies emerged as key growth and future markets.

Italian Textile Machinery heads to Geneva for Index 2026

An important delegation of Italian companies will exhibit at the upcoming INDEX 2026, the world’s leading event for the nonwovens sector, taking place from May 19 to 22 in Geneva (Switzerland). Numerous Italian exhibitors will be present within the Italy Pavilion, organized by the Italian Trade Agency (ICE) and ACIMIT, an exhibition area of over 140 square meters dedicated to the latest innovations proposed by the Italian industry.