Birla Cellulose is a leading producer of Man-Made Cellulosic Fibres (MMCF) that operates 12 sites using environmentally efficient closed-loop technologies to recycle materials and conserve natural resources. The company's sustainable fibre brand, Livaeco by Birla Cellulose™, Liva Reviva (circular fibres) Birla Excel™ (lyocell), and Birla Spunshades™ (dope-dyed fibres), are designed with superior sustainable credentials.

The company is committed to sustainability in all its operations, and it collaborates actively with its upstream and downstream partners to create a bigger and broader impact on sustainability. Birla Cellulose works closely with global sustainability-focused organizations such as the Sustainable Apparel Coalition (SAC), Canopy, Zero Discharge of Hazardous Chemicals (ZDHC), Changing Markets Foundation, Textile Exchange, WBSCD, Fashion for Good, Global Fashion Agenda, amongst others to continually learn and apply the best practices in its global operations and across its value chain.

In the knits industry, there is a shift in consumer preference from formal to casual and from ready to stitch to ready to wear. MMCF segment especially Knits is growing at an accelerated pace because of customer preference. Knits are also emerging fast as future fashion, and therefore the growth opportunity will be immense. MMCF knits are now widely accepted in applications like tees, polos, thermals, intimate apparel, flat knits, etc. So, there is huge potential for MMCF knits to grow in India.

India is a cotton-dominant country, and there is limited usage of MMCF because of several challenges associated with MMCF. The Indian knits industry is highly fragmented, coupled with challenges like scale and skillset. This makes MMCF in India non-competitive with respect to cost and quality. Main technical reasons for the limited growth in MMCF Knits in India are high shrinkage and lower pilling rating. Product range offered from India is largely value for money whereas Knits dominating countries are in a position to offer high value products with high margins and scale. Siro yarn with appropriate processing tech is the way to resolve these challenges.

Birla Cellulose is constantly working with the value chain to overcome challenges associated with MMCF knits. The company is working with Indian knitters and knit processors to learn how to process MMCF knits appropriately to create long-term business value. If these areas can be worked upon, then Indian MMCF Knits will be more visible, and India will definitely become a destination for global sourcing in the knits segment.

In addition to above efforts, Birla Cellulose is establishing a Centre of Excellence for Knits with an investment of 200 Cr. with appropriate technology and critical operating skills for MMCF Knits processing with an intent to overcome given limitations associated with MMCF Knits. This will be a knowledge center for Indian manufacturers to visit and learn best-in-class Tech & technical know-how so that India will become a sourcing destination for MMCF Knits.

As a responsible supplier we provide following support to our customers.

1. Customer Technical Cell – service value chain through technical projects, cost optimization & quality improvement. 
2. TRADC (Textile Research and Development Centre) - to serve the value chain with respect to:
3. New Product & Application Development 
4. Knowledge sharing & skill development to value chain partners (Yarn-Fabric-Printing-Garments)
5. Efficiency improvement program.
6. Design & Developments Support 
7. Seasonal Trends & Forecast - SS and AW with newness in weave / motifs / colour / print/ finish 
8. Designer connect – Domestic & International, introducing new fabrics for designers 
9. Institute engagement & various levels to create next gen designer pool.
10. Liva Studio support: 

We have 4 Studio’s in India & 1 Studio each Indonesia & New York 

1. Showcasing value chain partner’s collection to Brands, garment makers, BHs
2. Connecting India Value Chain (Spinner to Garment) to Brands 
3. Enabling the value chain to procure orders from the International Brands & buyers.
4. Chemical Management Support:
5. Getting the Value Chain’s Facility Audit done to improve work practices & chemical management.
6. Helping value chain partners to close the gap and adopt international bench marked practices.
7. LAPF (Liva Accredited Partners Forum) impart knowledge to the industry on the subject of right spinning, weaving / knitting & processing techniques including chemical management. 
8. Marketing Support for our value chain partners by linking business opportunities in MMCF products from Brands & Retailers.