In the vibrant landscape of India's textile and apparel market, an intriguing evolution is underway, particularly in the innerwear and lingerie segment. According to IMARC Group, the market, currently standing at US$ 4.4 Billion in 2022, is projected to reach US$ 8.2 Billion by 2028, growing at a commendable CAGR of 10.9%. What's catching the industry's attention is the role of Man-Made Cellulosic Fibres (MMCF) in driving this growth.

Sustainable Fashion's Rising Star: Man-Made Cellulosic Fibres (MMCF)

Derived from wood and pulp, MMCF is the third-largest contributor to global fiber consumption. In contrast to oil-derived synthetic fibers and water-intensive cotton, MMCF emerges as a sustainable and biodegradable alternative.

Over the past decade, global MMCF consumption has soared at an impressive CAGR of 7%, outpacing the overall fiber market's growth. This surge can be attributed to the natural properties and sustainability credentials that make MMCF the preferred choice for global brands and retailers, even within the Innerwear and Loungewear Industry.

Viscose, Modal, and Lyocell/Excel, the prominent members of the MMCF family, offer fabrics with enhanced sheen, softness, and an exquisite hand feel—qualities that align seamlessly with the contemporary consumer's quest for comfort, especially in innerwear.

LIVA by Birla Cellulose: Elevating Comfort, Sustainability, and Style

In this transformative journey, Birla Cellulose, the Pulp and Fibre division of Grasim Industries Limited, Aditya Birla Group, has emerged as a key player. Their product basket, LIVA, is a natural choice for the Innerwear and Loungewear Industry.

Traditionally, the innerwear market relied heavily on cotton, but the paradigm shift towards sustainability and comfort has led to the adoption of MMCF, specifically Modal and Micro Modal.

The MMCF advantage is vividly evident in the vibrant colors, trendy designs, and unmatched comfort of LIVA's offerings. As innerwear evolves into a fashion statement, MMCF has played a pivotal role, capturing the attention of both leading and emerging brands.

Collaboration with LIVA: A Commitment to Growth and Sustainability

Birla Cellulose not only produces MMCF but is deeply committed to fostering the growth of the entire MMCF industry. Their association with brands and retailers extends beyond product supply, encompassing comprehensive marketing and branding support. This includes joint development of innovative fabrics, co-branding, technical and design assistance, and active trade shows and exhibitions participation.

The LIVA Accredited Partner Forum (LAPF), a community of spinners, weavers, knitters, and processors, collaborates to maintain global standards, ensuring India's representation on the global stage.

Currently working with over 50 innerwear players in India, including renowned brands like Loggerhead, Pepe Jeans, Dollar, and Amanté, LIVA is expanding its footprint in the dynamic innerwear segment.

A Sustainable Promise: Birla Cellulose's Commitment to Mother Earth

Birla Cellulose's commitment extends beyond business to a broader commitment to Mother Earth. Their eco-friendly product alternatives, such as LIVAECO, LIVAECO MODAL and LIVA REVIVA, offer the following:

• Sustainable solutions with FSC certification
• Reduced water consumption
• Biodegradability in four weeks
• Blockchain transparency

Looking Ahead: A Sustainable Future with Birla Cellulose

Birla Cellulose, aligning with the United Nations' Sustainable Development Goals, is committed to a sustainable and responsible growth path. As India's innerwear market continues its unprecedented growth, Birla Cellulose is poised to contribute to the industry's success while safeguarding the environment.

The innerwear and loungewear segment's future is promising, with Birla Cellulose leading innovation, sustainability, and growth. In a market where fashion meets responsibility, Birla Cellulose's LIVA stands tall as a symbol of comfort, style, and a sustainable future.

To know more visit our website.

Or write to us on birlacellulose@adityabirla.com

About Birla Cellulose

Birla Cellulose, a part of the Aditya Birla Group, sets new standards for innovation, quality, and environmental responsibility. The company is always pushing the limits of what is possible in fibre technology, developing new, cutting-edge ways to meet the changing needs of the fashion and textile industries.

The sustainable fibres offered by Birla Cellulose's extensive product line allow the company to serve various markets. It prioritizes environmental protection and strives to leave as little carbon imprint as possible. Birla Cellulose is steadfast in its commitment to environmental governance, which extends from the ethical procurement of raw materials to using environmentally beneficial manufacturing methods.