Jetpur, Gujarat, has long been celebrated as the mass printing capital for sarees, particularly known for its rich tradition of producing 100% cotton sarees. For decades, the town's economy has thrived on its deep-rooted printing practices, which have evolved significantly since the 1950s. This evolution has now taken a significant leap forward with the introduction of Birla Cellulose's Liva fabric, a move that perfectly marries traditional craftsmanship with modern textile innovation.

Birla Cellulose, a leading MMCF manufacturer, has always been at the forefront of sustainable and innovative fibre solutions. With the introduction of Liva fabric into Jetpur’s established saree printing industry, Birla Cellulose is not just contributing to the local economy but is also redefining the future of saree production in the region. Liva, known for its fluidity, softness, and eco-friendly properties, brings a new dimension to the sarees produced in Jetpur, offering consumers a sustainable alternative to traditional cotton sarees.

The journey of integrating Liva into Jetpur’s saree production process is a testament to Birla Cellulose’s commitment to innovation. The saree team at Birla Cellulose, meticulously developed a grey ExcelxCotton fabric tailored specifically for sarees. This fabric, sourced from Bhiwandi in Maharashtra, undergoes a series of advanced processing techniques, including desizing, scouring, and bleaching in Dombivli, Thane district, before being brought to Jetpur for printing.

In Jetpur, the fabric is subjected to both traditional and modern printing techniques, including cold and hot screen printing, automatic and semi-automatic flatbed printing, and silicate padding. These processes are carried out with precision, blending the town’s age-old craftsmanship with Birla Cellulose’s innovative approach to fabric production. The result is a high-quality, printed saree that retains the traditional appeal of Jetpur’s designs while offering the enhanced performance and comfort of Liva fabric.

Birla Cellulose’s involvement doesn’t stop at production. The company is actively engaging with leading labels to raise awareness about Liva sarees, ensuring that the benefits of this fabric reach a broader audience. The introduction of Liva has already been well-received in the market, particularly in regions with hot and humid climates like West Bengal, Bihar, and Tamil Nadu, where the fabric’s comfort and breathability make it an ideal choice for daily wear.

This strategic move by Birla Cellulose not only enhances Jetpur’s saree production capabilities but also exemplifies how modern textile innovation can seamlessly blend with traditional craftsmanship. By introducing Liva fabric to Jetpur, Birla Cellulose is paving the way for a new era in saree production, where tradition meets technology to create products that are both timeless and contemporary.