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#Yarn & Fiber

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

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