Grasim draws up Rs 150 cr capex plan for brand Liva

Aditya Birla Group controlled Grasim Industries has drawn up capex plan of Rs 150 crore for product development, R&D and business development for its new fabric brand Liva in next fiscal.
"We are looking at spending around Rs 150 crore for product and application development, R&D and business development for Liva- a fibre brand launched earlier this year to target retail customers", Grasim Industries Managing Director K K Maheshwari told PTI here.
The usage of viscose staple fibre (VSF) is already catching up among domestic processors with VSF-made winter collection expected to go up from 20 lakh garments this year to about 50 lakh garments next winter season, Maheshwari said.

The Aditya Birla group company has enhanced its VSF production capacity in March from 1,20,000 tonnes per annum to 5,00,000 tpa with the completion of the last phase of its greenfield project at Vilayat in Gujarat. The company sells about 3,00,000 tonnes of VSF in domestic market and the rest is exported.
Globally, the annual demand growth for VSF is about four per cent. The biggest challenge, Maheshwari said, is to widen the market base by promoting garments made of VSF.
"While the cotton production has limitations worldwide, the consumer demand for natural and comfortable fabrics is growing in India. We see this as an opportunity and are trying to reach out to the consumer with the Liva brand", he added.

To reach the end-consumer, the company has partnered with designers. Till now we have been supplying the fibre to major fashion and home textile brands like Pantaloon, Van Heusen, Global Desi, Allen Solly and looking at tie ups with more brands, he said.

As part of national drive Liva Accredited Partner Forum (LAPF), Birla Cellulose, the pulp and fibre division of Grasim, is organising a stakeholder conclave in various parts of the country.
LAPF is aimed at improving the entire gamut of the textile value-chain.
Grasim has over 335 partners including spinners, weavers, knitters and fabricators, with major participation from textile hubs in the LAPF.

"Our plan is to strengthen the textile value chain and align it with the 'Make in India' campaign of the government", Maheshwari said.
Commenting on growth plans, he said the group company Aditya Birla Chemicals India's merger plans with Grasim Industries is expected to complete in next quarter.